The legend of the Pied Piper of Hamlyn is the inspiration for the
latest Lynx body spray commercial from Bartle Bogle Hegarty.
The ad, which continues the ’Lynx effect’ theme introduced by BBH in
1996, opens on a frenzy of scurrying rats as the piper lures them over a
cliff and into the sea, ridding a nearby town of the vermin. The young
hero heads to the mayor’s office to receive his reward, only to discover
that he has been double-crossed as the mayor and his cronies laugh in
In a modern twist to the original story, the piper then whips out his
Lynx body spray and liberally covers himself with the scent, thereby
becoming instantly irresistible to the women of the town.
The first female to fall under the piper’s spell is the Mayor’s
secretary, who abandons her employer to follow him out of the
The piper picks up a trail of women as walks through the town, including
a blonde nurse, who leaves her elderly patient behind, and a bride, who
deserts her husband on their wedding day.
Patrick Cairns, marketing manager for Lynx, said: ’The ad is a parody of
an existing fairy tale so consumers can click into the story easily.
It is also visually very rich with a lot going on, which is important
for our target market.’
’Revenge’ breaks on national, terrestrial and satellite TV on 16
It is also showing in cinemas as part of a media plan designed to target
16- to 24-year-old men. Media planning and buying is by Motive.
The ad was art directed by Peter Bradly and written by Marc
It was shot at Universal Studios in California and directed by Harold
Zwart through Pink Films.
Previous commercials illustrating the Lynx effect have included last
year’s ’tribal women’, in which a young male traveller stumbles across a
tribe of sexy cavewomen and saves them from a marauding dinosaur, and
’dream date’ in 1997, which starred Jennifer Aniston as a loyal
stay-at-home girlfriend whose nerdy boyfriend becomes a babe-magnet
after spraying himself with Lynx.