Bartle Bogle Hegarty is set to unveil its first film for the Elida
Faberge male body spray, Lynx, since winning the UK account from
Ammirati Puris Lintas last June.
The ad, ‘house party’, is aimed at 16- to 18-year-old men and is
designed to underline the brand’s seductive credentials.
The commercial is set in the middle of an arty house party full of
beautiful people. Desperately trying to fit in with the trendy crowd,
the ad’s shy hero eventually impresses everyone -- including a beautiful
girl -- after he puts on the body spray.
In the closing scenes, while the couple admire the sunset, the voiceover
says: ‘The Lynx effect - remember, it doesn’t last forever...’ as the
hero accidentally knocks the girl off the balcony they are standing on.
The campaign, which will run on UK terrestrial TV and move into cinemas
until May, breaks on 4 March during ITV’s Home and Away.
The ad was written by Paul Silburn, who is now at Lowe Howard-Spink, art
directed by Tiger Savage and directed by Steven Chase through Great
Guns. It was edited by John Smith, who was responsible for editing the
film, Leaving Las Vegas. Media is being handled by Initiative Media.
Simon Sherwood, the managing director of BBH, said: ‘Elida Faberge has a
history of consistent adspend on the Lynx brand, but the ads had become
formulaic. The challenge was to present the key promise of the ‘Lynx
effect’ - seduction - in a new way.’