BBH gives Lynx ads a childish twist

Bartle Bogle Hegarty is using images from children’s fiction to sell Lynx body spray in a new press campaign targeting 17- to 19-year-old men.

Bartle Bogle Hegarty is using images from children’s fiction to

sell Lynx body spray in a new press campaign targeting 17- to

19-year-old men.



The three executions use double-entendres to imply subtly that Lynx has

a positive effect on male virility.



Jack and the Beanstalk gets the Lynx treatment with a storybook-style

illustration showing the intrepid Jack climbing up a beanstalk that

reaches up into the clouds. Fluffy sheep, contented cows, hedgehogs and

ladybirds all form part of the idyllic scene.



The copy announces: ’And Jack’s beanstalk became the talk of the land.’

Pictured in the bottom right-hand corner of the ad is a starkly

contrasting black bottle of Lynx alongside the words ’the Lynx

effect’.



A second execution plays with the Mr Men series, using Mr Happy as an

example of the Lynx effect. Next to a picture of the smiling yellow

cartoon character are the words: ’And from that day on Mr Happy always

had a big smile on his face.’



The last ad has a jolly picture of Ivor the Engine emerging from a

tunnel and carries the words: ’Ivor the Engine whistled happily. Now he

could go in and out of the tunnel as many times a day as he liked.’



More adaptations of classic children’s stories will appear early next

year. The campaign was created by the art director, Rosie Arnold, with

her copywriter, Will Awdry.



Arnold said: ’Although we’ve used Lynx to hijack the page, we aren’t

mocking the story or losing the innocence of the story. It is just read

in a different way by the Lynx target audience; the work will stand out

amid the more adult images in the magazines in which the ads

appear.’



The ads will make their debut in the December issues of FHM, Loaded, and

Sky, running through to February 1998. Media buying is through

Initiative Media.



BBH’s last major work for Lynx was a TV spot starring Jennifer

Aniston.



She was shown waiting at home while her nerdy boyfriend went out on the

town making the most of the Lynx effect.



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