Lynx encourages men to ‘bring the quiet’ in its new Lynx Black campaign via BBH London

This month, Lynx launches a campaign to mark the release of Lynx Black – a refined suite of products that represents a new brand approach.

The campaign, created by BBH London, includes a global TVC followed  as well as OOH and a PR and digital campaign, encouraging Aussie guys to take an understated approach in a world that often says they need to be over-the-top to stand out.

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The campaign theme was created in line with the new product range, which is a more subtle fragrance for Lynx and will be released for the first time as a complete grooming suite that includes not just the top-selling daily-fragrance, but also hair styling, shower gel and anti-perspirant.

The creative consists of a 30 second spot that will run across free to air and pay TV and an extended 60 second TVC supported across YouTube.

BBH team manager Fiona Barnett said that from a production point of view, it was one of the biggest shoots that Lynx had ever undertaken.

Says Barnett: “There were around 400 cast members across two countries, horses, fire breathers, and cars on their sides. All in all, a massive endeavour – effectively creating an overstated world in order to show the benefit of understatement.”

Unilever marketing director Jon McCarthy said it was an exciting time for Lynx in Australia, as the launch of the new range is the biggest move to date in the brand’s redirection.

Says McCarthy: “Lynx consistently delivers products and campaigns that speaks to the modern men of today and Lynx Black was developed as a direct response to the growing trend in a more refined approach to style and grooming. The campaign materials not only deliver this in a clever way, but with a strong stamp of Lynx’s personality.

“We’re thrilled with the creative and can’t wait to showcase them across all of our upcoming activations this year.”

The launch of Lynx Black globally is also supported by the creation of the brand’s first music video. The video’s soundtrack, by recording artist Novo Amor, is a beautifully stripped back version of iconic Guns n’ Roses soundtrack, ‘Welcome to the Jungle’. The track also features in the Lynx Black TVC.

Lynx Black is a complete male grooming suite that encompasses both fragrance and hair products. The range includes daily fragrance body spray, antiperspirant, roll on, and shower gel, as well as two additional styling products to the extensive Lynx Hair range – the new Lynx Black Casual Styling Clay and Lynx Black Featherweight Styling Gel Foam.

Along with the TVC and music video, the Lynx Black campaign will be supported by a strong digital, social media and PR campaign in April and May, with further announcements to come.

Client name and title: Axe/Lynx

Digital Agency: Soap Creative