Lynx Dry features man trapped by mermaids

Women dislike sweaty men is the underlying message of the ad campaign for Lynx Dry, a new range from the Lever Faberge-owned men's fragrance.

The TV execution, created by Bartle Bogle Hegarty, shows a sweating man walking down a road in Cape Town in the sweltering midday sun. He spots a can of Lynx Dry sitting at the side of the pavement, and picks it up and sprays himself, only to find it is the bait in a trap.

His ankle is caught in a lasso and he is dragged through the streets. Eventually, he is pulled through a small tunnel and emerges on a deserted beach. He grabs hold of a boulder, but his boot is pulled off by the rope and reeled into the sea by two confused mermaids.

The man remains completely dry on the beach, not even having broken a sweat.

The ad breaks on 19 April. It was written by Claudia Southgate and art directed by Verity Fenner. The film was directed by Daniel Kleinman through Large Corp.

Media was planned and bought by Initiative Media.

Marc Hatfield and Pete Bradley, the BBH creative directors, said: "The brief was based on a very simple insight: sweaty blokes don't pull. Who better to dramatise that women prefer dry men than women you'd assume would prefer wet men?"

The campaign follows the Lynx Touch spots that broke in February, which showed the fragrance giving men power over women. Lever backs its Lynx range of deodorants with an annual above-the-line spend of £11 million.

BBH was appointed to work on Lynx by Lever Faberge in 1995, when it wrested the account from the then Ammirati Puris Lintas.

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