Unilever celebrates 'one millionth Lynx Effect'

Lynx has launched a commemorative video that features more than 30 references to its famous ads, to celebrate reaching a million fans on Facebook.

The film by TMW, opens with the line, "The one millionth Lynx Effect" and features a man setting off a 'Rube Goldberg' machine in his bedroom.

As the chain reaction takes effect, more than 30 references to previous Lynx campaigns and scents are woven into the machine, which at the end of its rotation finally sprays the man in Lynx.

The scene then turns into a celebratory party featuring the cast and crew from the Rube Goldberg machine spot.

It ends with the text, "We’ve reached a million fans. We've hidden plenty of nods to the Lynx legacy throughout this video. True fans will be able to spot them all. Can you?"

The machine and set took three weeks to build and the one-day shoot took 58 takes and resets to create the final film.

TMW's team included creative director Graeme Noble, deputy creative director Jeff Bowerman, copywriter Dave Parker and planner Mike Philips.

Production company Record worked with director Benji Croce and producer Stuart York.

The set was designed by Hannah White and the machine was designed by Nick Ramage, while the film was edited by Sam White.

The viral features on Lynx’s Facebook page and YouTube. It is the first Unilever brand in the UK and Ireland to get one million Facebook fans.

Lynx’s new fan status comes less than a week after it launched a Facebook competition for consumers to win a place on "Chaos Island" for a three-day party, as part of its Lynx Attract activity. The variant is the first time the male grooming brand has created a scent for women.

The global TV ad for "Chaos Island", created by Bartle Bogle Hegarty, features a set of speed boats filled with waiters, pizza delivery people, a band, girls having a pillow fight and barman travelling to a tropical island.

The ad uses the strapline: "Seriously, this isn't a joke. We've got an island."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).