Bartle Bogle Hegarty is using images from children’s fiction to
sell Lynx body spray in a new press campaign targeting 17- to
The three executions use double-entendres to imply subtly that Lynx has
a positive effect on male virility.
Jack and the Beanstalk gets the Lynx treatment with a storybook-style
illustration showing the intrepid Jack climbing up a beanstalk that
reaches up into the clouds. Fluffy sheep, contented cows, hedgehogs and
ladybirds all form part of the idyllic scene.
The copy announces: ’And Jack’s beanstalk became the talk of the land.’
Pictured in the bottom right-hand corner of the ad is a starkly
contrasting black bottle of Lynx alongside the words ’the Lynx
A second execution plays with the Mr Men series, using Mr Happy as an
example of the Lynx effect. Next to a picture of the smiling yellow
cartoon character are the words: ’And from that day on Mr Happy always
had a big smile on his face.’
The last ad has a jolly picture of Ivor the Engine emerging from a
tunnel and carries the words: ’Ivor the Engine whistled happily. Now he
could go in and out of the tunnel as many times a day as he liked.’
More adaptations of classic children’s stories will appear early next
year. The campaign was created by the art director, Rosie Arnold, with
her copywriter, Will Awdry.
Arnold said: ’Although we’ve used Lynx to hijack the page, we aren’t
mocking the story or losing the innocence of the story. It is just read
in a different way by the Lynx target audience; the work will stand out
amid the more adult images in the magazines in which the ads
The ads will make their debut in the December issues of FHM, Loaded, and
Sky, running through to February 1998. Media buying is through
BBH’s last major work for Lynx was a TV spot starring Jennifer
She was shown waiting at home while her nerdy boyfriend went out on the
town making the most of the Lynx effect.