Elida Faberge’s latest burst of poster advertising for its Lynx
body spray gets a new twist by featuring inanimate objects seducing
The campaign through Bartle Bogle Hegarty, running as 48-sheet posters
on 900 sites across the country, builds on the self-parody angle
featuring beautiful women losing control to ordinary men.
A cement mixer pulls the covers off a man in bed, a chair tries to get a
glimpse of a man in the bath and a man is pinned to the ground by a
wheelbarrow. All the objects featured are feminine words in French and
the ads carry French/English definitions.
The ads were written and art directed by the creatives Matt Waller and
Dave Monk who came up with the concept, studying a French/English
dictionary to find the appropriate ’characters’.
The typeface, designed by Chris Chapman, was made to look like the text
in school language books and the photographer Malcolm Venville was
briefed to make the images stark and simple.
The print campaign mirrors TV work for the brand which has featured a
spoof ’live action’ police chase and a female sports official who can’t
let go of a racing cyclist.
The Lynx commercial, featuring women saying things men can only dream
of, won a gold Lion at Cannes this year.