Bartle Bogle Hegarty is demonstrating the ’Lynx effect’ with four
ten-second commercials which will top and tail ad breaks, starting next
week during ITV’s showing of the James Bond film, Licence to Kill.
The film was selected for its tongue-in-cheek appeal, which matches the
humour of all BBH’s ads for Lynx.
One execution, ’close’, shows a young man and woman squashed up against
each other on a tube train. The camera pans back to reveal that the
carriage is almost empty and the pair have not been forced into an
intimate embrace - the girl is enjoying snuggling up to the stranger,
who is wearing Lynx body spray.
’Fight’ shows two women scrapping furiously on a beach, while in ’GP,’ a
doctor asks her Lynx-wearing patient to undress, even though he only has
an injured finger. The final spot, ’sugar,’ shows a woman sitting at an
outdoor table of a restaurant accidentally overloading her coffee with
sugar, overcome by the Lynx scent .
The four spots mark the UK commercials debut of Calle Astrand, a Swedish
director who works through the Producers. ’Close’ and ’fight’ were
written by Marc Hatfield and art directed by Peter Bradly. ’GP’ and
’sugar’ were written by Jeremy Carr and art directed by Tony McTear.
BBH has created these spots to support the current ’tribal women’
commercial, directed by Andy Morahan.