Bartle Bogle Hegarty is launching a heavyweight brand campaign for
the Elida Faberge body spray, Lynx, featuring scantily clad tribal women
who are tamed by the ’Lynx Effect’.
The TV spot uses laddish humour to appeal to a target audience of 16- to
24-year-old males. It tells the tale of how, after falling down a hole,
a young backpacker finds himself in a One Million Years BC-style
landscape only to be captured by a tribe of babes with big hair and
ample cleavages wearing fur bikinis.
In line with previous ads, the plot suggests that the key to success
with women is a quick spray of Lynx. A Raquel Welch lookalike,
brandishing a spear, creeps up on the hero while he ogles the bevvy of
beauties below but she is rapidly tamed by his Lynx aroma. She
introduces him to her equally sexy and receptive girlfriends but the fun
is cut short by the arrival of a huge, two-headed monster, who proves
impervious to the spears and arrows launched at him by the women.
However, the young man, inspired by the sight of so many heaving
cleavages, saves the day by using a fur bra as a sling and successfully
slays the beast with two flying rocks.
The final frame shows the happy hero admiring the view before him as
hundreds of now topless women practise for future attacks by swinging
their bras above their heads.
The Lynx Effect was most famously illustrated in last year’s ad
featuring Jennifer Aniston ironing her boyfriend’s shirt as he prepared
for a night on the town. The new spot will break in cinemas in the UK
and Ireland from 8 June and will be shown on terrestrial and satellite
TV channels from 22 June. The 60- and 40-second executions will not run
during children’s programming.
The ad was created by Adam Chiappe and Matthew Saunby at BBH, directed
by Andy Morahan at Great Guns and shot on location in the San Diego
desert, California. Media buying is through Initiative Media.