NEWS: BBH debuts with comic turn for Lynx

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.

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.’



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