My YouTube ad of the week: Kate Stanners, Saatchi & Saatchi

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Kate Stanners reviews Lynx

Kate Stanners, executive creative director, Saatchi & Saatchi

Why I like it

I like the latest Lynx effect clip. Its use of the timeline is why. It’s an old schoolboy joke, made smarter because of the special edit you get when you use the timeline and code.

It’s a spoof news clip, with a pretty reporter interviewing a bloke. There is a technology malfunction, which means she has to adjust the microphone battery pack attached to the front of his belt. She kneels down to sort out the problem.

If you view this with a click on the timeline, the resulting edit has an altogether happier ending.

I wish I’d thought of

Lynx has become a great long-running campaign. The Lynx effect is such a simple idea, it allows agencies, creatives and a broader audience to participate in it.

It is constantly producing new stuff. Some is good, some is not so good, but it is always there or thereabouts. It has become the repository (ooh er – see, the Lynx effect is contagious) for brilliantly pathetic boy jokes. The real Lynx effect is that the sum of the parts are greater than any single execution.

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The latest video from Lynx aimed at engaging young men.

Amusing footage of a newsreader interviewing someone is given a new spin when viewers are encouraged to press numbers on the keyboard. Acting as shortcuts to different parts of the video, the technique known as “shortcut scrubbing” reveals the Lynx effect.



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