Lynx tackles the trials and tribulations of manhood in latest campaign via Droga5, Sydney

Lynx has tackled the trials and tribulations of manhood and answered the age old question – what do women want – in its latest campaign via Droga5, Sydney.

The campaign features rising Aussie Hollywood star Liam McIntyre that speaks directly to Australians looking at how boys want to grow up to become men, but men dream of being boys again.

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Jon McCarthy, marketing director deodorants & male grooming at Unilever, said the campaign is a reminder to a generation who have already experienced the Lynx Effect and looks at the complexities of attraction in a way that only Lynx can.

Says McCarthy: “The global success of Lynx over the past 30 years is that it changes with the times to stay fresh and relevant. Droga5 were brought on board to create a campaign for the ANZ market with the objective of creating a more sophisticated and mature discussion around attraction and boy-girl relationships. What women want is a question all men have asked themselves and the modern world is a complex place for Guys. Lynx is here to provoke a conversation and present a point of view in its own unique way.”

David Nobay, creative chairman of Droga5, said the ad for Lynx was moving on from its roots but would never abandon them, resulting in an ad which reveals women want youthful exuberance mixed with mature experience.

Says Nobay: “Lynx is, of course, a great creative brand, but it’s also such an interesting strategic opportunity. The days of the simple tale of ‘boy sprays/boy gets girl’ have moved on, so our client challenged us to evolve the story into a more sophisticated conversation about the trials and tribulations of manhood. The first result of our partnership is the ‘Boys & Men’ campaign.”

LYNX:

Music – Nylon