BBH gives man magic powers in new Lynx ad

Lever Faberge is backing the launch of its latest Lynx fragrance, Touch, with a TV campaign that suggests that men who wear the fragrance will have special powers over women.

The ad, which is part of a £4 million marketing spend through Bartle Bogle Hegarty, is set to the background music Feeling the Love by Reactor.

A man is shown entering a railway station waiting room in Cuba, which is filled with beautiful women on a very hot day. As he sits down, he appears to be controlling their bodies and clothing with his actions.

First he traces his fingers down a map, and a drop of sweat trickles down the front of one woman. Then as he opens his briefcase, another woman's leather boot comes unzipped.

Finally, he opens his book and a woman's blouse unbuttons to expose her cleavage. As he closes his book, the blouse does back up, and the pair exchange meaningful glances.

The ad ends with the line: "Touch, the new fragrance from Lynx."

The spot will run across Europe with a 60-second version appearing in cinemas and a 40-second cut-down for TV followed by 30-second and 20-second spots.

The TV ad will be backed by press, posters, online, student events and in-store activity under the strapline: "Have you got the touch?"

The ad was written by Verity Fenner and art directed by Claudia Southgate.

It was directed by Danny Kleinman for Large Corp. Media was by Initiative Media.

The launch of the new fragrance comes as the brand tries to increase its share of the men's toiletries market.

Caroline Simpson, the Lynx brand executive at Lever Faberge, said: "We aim to refresh the male toiletries category and recruit new users with the launch of Lynx 'Touch'.

"The amount of male toiletries being consumed is increasing as guys are becoming more interested in taking care of themselves."

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