Michael Byrne chooses Bartle Bogel Hegarty's ad for Lynx Pulse. "A redefinition of geeky cool is the centrepiece of this amusing ad for the deodorant. Subtle and funny, the way the protagonist wins the girls over with his display of naff synchronised disco dancing works a treat. Excellent casting and good choice of music combine to make this ad stand repeated viewings." Copywriter and art director: Matt Kemsley.