Elida pips L’Oreal to Aniston ad debut

Elida Faberge has pre-empted a move by the rival cosmetics company, L’Oreal, this week by unveiling its TV spot for Lynx deodorant, featuring the Friends star, Jennifer Aniston. The ad hit the screens just days before a much-hyped L’Oreal ad, also starring Aniston, was due to go on air.

Elida Faberge has pre-empted a move by the rival cosmetics company,

L’Oreal, this week by unveiling its TV spot for Lynx deodorant,

featuring the Friends star, Jennifer Aniston. The ad hit the screens

just days before a much-hyped L’Oreal ad, also starring Aniston, was due

to go on air.



The film, through Bartle Bogle Hegarty, broke on Saturday and continues

the ’Lynx effect’ theme. It features a geeky young man preparing for a

night out. He poses in front of the bathroom mirror, sprays on his Lynx

Inca and starts to fantasise about the evening ahead.



In his dreams, he collects a gorgeous girl at a white mansion in his

lime-green Volkswagen Beetle and proceeds to impress her with his jokes,

his dancing and his skill at arcade games.



As fireworks explode in the skies above them, they move to kiss but the

man has his fantasy interrupted by a woman calling his name. He finds

himself back in his bathroom, and we see it is his girlfriend, not his

dream date, who is calling him. He pops his head round the door to see

Aniston at an ironing board. ’I’ve ironed your shirt for you,’ she says,

before looking alluringly into the camera: ’Do you have to go out

tonight?’



He does and Aniston is left alone in bed reading a book entitled How to

Keep Your Man Happy.



The ad was written by Brian Stewart and art directed by Jason Cooper,

who joined the agency on a temporary student work placement in October

last year. As a result of this commercial the duo have been taken on as

a permanent team at BBH.



The film was directed by David Kellogg through Propaganda. Media buying

is through Initiative Media.



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