Bartle Bogle Hegarty transposes the mating habits of the animal
kingdom onto humans in its latest TV campaign for Lever Faberge's Lynx
In "seagull" a man spots a beautiful woman in a restaurant and wobbles
his cheeks and shakes his head in appreciation. He then runs into the
kitchen, grabs a fish in his mouth, dashes back to the girl and slaps
her on the cheeks with it while she writhes in ecstasy. The nature
programme- style voiceover explains: "In the animal kingdom, the
black-tipped seagull seduces the female by filling his mouth with fish.
Thank goodness humans have the Lynx effect."
"Turtle" shows a young man seducing a girl in a library using his feet,
complete with long toenails. She responds by licking his feet
enthusiastically while the voiceover explains: "In the animal kingdom,
the horn turtle seduces the female by drumming his long toenails across
her snout. Thank goodness humans have the Lynx effect."
The ads were written and art directed by Adam Chiappe and Matthew
Saunby, and were directed by Danny Kleinman through Spectre. They will
air nationally in cinemas from 6 July and on TV from 12 July. Media
buying is through Initiative Media.
BBH's executive creative director, John O'Keeffe, said: "Famous
advertising is created with the help of a strong central idea. The Lynx
effect premise has provided the inspiration for a diverse range of
humorous ads, and these latest commercials are a continuation of this
The spots are the latest for the brand's range of body sprays and
deodorants using the Lynx effect strapline. The "ideal woman" commercial
showed a series of beautiful women stating what they loved about male
behaviour, while a poster campaign showed inanimate objects, such as a
wheelbarrow, given a female gender and flirting with men. "Ideal woman"
won a silver Pencil at this year's D&AD awards.