LYNX shows guys how to stay cool under pressure in new TVC via Ponce Buenos Aires

Male grooming brand LYNX has kicked off 2015 with the launch of a new TVC promoting its range of antiperspirants via Ponce Buenos Aires.

Airing in the first week of January during the peak of the Australian summer, the new campaign consists of a 30-second spot that will air across the five capital cities (both free to air and pay TV).

VIEW THE SPOT

The spot is in line with the brand’s approach to consistently release fresh creative to promote the spirit of the brand to Australian audiences, whilst also helping LYNX create differentiation between its antiperspirant offering and daily fragrance offering as the number one deodorant body spray brand in the country.

The ad shows a sepia-toned gentleman calmly chewing a mouthful of wasabi under the keen stare of a striking waitress without breaking a sweat, showing no sign of the burning agony he is undoubtedly enduring. A voiceover describes him as, “the man who doesn’t sweat – every habitat is his natural habitat.”

Unilever marketing director Jon McCarthy says the new TVC takes the classic LYNX approach of demonstrating the product benefit in a light-hearted, always-entertaining way.

Says McCarthy: “LYNX always prides itself on creating the products that guys want and need, and engaging with our LYNX men in a fun and relaxed manner. This new TVC is true to this brand identity, and lets guys know that LYNX is the go-to antiperspirant deodorant in the pressure moments – whenever they might be.”

The new ad commences a big year for LYNX as it continues to evolve into a complete male grooming brand encompassing fragrance, body and hair products with the aim of helping guys achieve confidence with their own personal style. LYNX will launch a new range of products in February 2015 to be accompanied by a suite of new creative assets and a strong digital, PR, social and media campaign.

Client name and title: AXE/LYNX

PR Agency: Liquid Ideas