Lynx helps Aussie men style their hair in new ‘Mantorials’ campaign via BBH London

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Screen Shot 2014-10-24 at 8.20.30 am.jpgTo celebrate the new range of Lynx Hair products hitting Australian shelves, Lynx has launched a new campaign which aims to help men get the look with Lynx ‘Mantorials’ via BBH London and Caviar production house.

Research by Unilever into the modern man’s grooming regime shows that 87 per cent of guys stick to a single hairstyle they wear daily, as opposed to swapping it up[1]. Lynx has taken this revealing insight into guy’s grooming routine and developed a ‘look-based architecture’ to the new Lynx styling range, giving guys the ease to create any look they want in seconds.

Screen Shot 2014-10-24 at 8.21.06 am.jpgThis is the next step in the global Lynx rebranding campaign which has seen the brand evolve from its traditional fragrance-led offering into a complete men’s grooming range, giving guys the tools they need to maintain their hair with less effort, and more style.

In line with the launch of the new Lynx Hair range, Lynx has released four simple Mantorials that every Australian who cares about his hair should view.

The Mantorials will air across all major networks and pay TV channels for a total of seven weeks, commencing mid-October. These assets will also be amplified across digital channels, as well as pre-roll seeding on YouTube.

Lynx marketing director Jon McCarthy is excited to launch the new hair range and to show guys how Lynx can become an essential tool to getting ready for the day.

Says McCarthy: “With the addition of LYNX Hair, we’re now giving guys the total package to keep them looking and smelling their best. These Mantorials are the LYNX version of a how-to – they are fun and entertaining, while also showing guys how to easily get the look.”

Agency credits for LYNX ‘Mantorial’ ad spots:

Creative Agency – BBH London

Production Company – Caviar

Director – Nick Jasenovic

Art Director – Harry Orton, Mark Lewis

Producer – Neil Cray

Editor – Sam Jones at Cut+Run

Post Production – Framestore

Copywriter – Robin Warman, Matt Fitch

Planner – Jonathan Bottomley

 

Local agency credits:

Client – LYNX Australia

Marketing Director – Jon McCarthy

Senior Brand Manager – Johnny Hammond

Assistant Brand Manager – Andrew Tilley

Digital Agency – Soap Creative

Media Agency – Mindshare

PR Agency – Liquid Ideas