Lynx takes a darkly comic approach to show the power of fragrance

Lola MullenLowe and director duo Lionel Goldstein have created a set of campaign films that add an unexpected twist to the classic Lynx Effect

For a long while now Lynx has played on the ‘irresistible’ scent of its body sprays and deodorants. In recent years the Unilever-owned brand has tried to update its laddish image, such as last year’s introduction of a slightly lacklustre CGI goat in a bid to entice a new audience for Lynx Africa. But these attempts at reworking the cheekiness for a contemporary audience have never quite landed.

This new campaign created by Lola MullenLowe feels like a return to their old formula, albeit without the scantily clad ladies. Instead, the brand has opted for a darker, funnier and slightly more morbid approach to highlighting the allure of Lynx Blue Lavender, a standout scent from the new Fine Fragrance Collection.

Two films have been created, titled Funeral and Robbery. In the former, a desire-filled frenzy unfolds as funeral attendees sniff out that the deceased is wearing Lynx in the coffin.

In Robbery, a spontaneous hold up at a roadside café takes an unexpected turn when the thief catches a whiff of timid cafe worker Ryan, who doused himself in Lynx before his shift.

The ads were directed by director team Lionel Goldstein and weave in the duo’s absurdist view of the world. For Lola MullenLowe it’s been an opportunity to embrace the fun and take the brand into more offbeat territory.

“We always say we want humour to come back, but few times do agencies and clients dare to do what needs to be done to put this into practice,” says Tomás Ostiglia, ECD at Lola MullenLowe.

Agency: Lola MullenLowe
ECD: Tomás Ostiglia
Creative Directors: Jorge Zacher, Dante Zamboni
Director: Lionel Goldstein
Sound and mixing studio: Senstudio