Lynx uses dance for Pulse launch

Bartle Bogle Hegarty is using an infectious dance track and a strange dance as the backbone of its multimedia launch campaign for Lynx's Pulse fragrance.

The national television, cinema and viral campaign will aim to illustrate what is billed as a re-invigorating and seductive scent.

The TV execution features an unassuming young man sitting at a bar by himself. Suddenly, Room 5's Make Luv - a reworking of Oliver Cheatham's 80s dance anthem Get Down Saturday Night - begins to play. The man, caught by the pulsating beat, launches into a series of embarrassing dance moves. To the shock of male onlookers, he is joined by two women who have been impressed by his dancing.

The spot, which was written and art directed by BBH's Matt Kemsley, launches on 10 February. An extended version will run in cinemas across the country.

In addition, the website, www.lynxpulse.co.uk, features a viral execution in which the Lynx Pulse logo morphs into an animated dot man and performs the exact steps carried out by the character from the TV ad.

The website also features downloads, wallpaper, screen- savers, product details and four remixes of the commercial's soundtrack. Make Luv is to be released soon, and its video features Oliver Cheatham performing the Lynx Pulse dance routine.

The campaign will be supported by press and poster work developing the theme of the dancing man. Media planning and buying is through Initiative.

The TV spots were directed by Blue Source.

Joanna Teasdale, a Lynx spokeswoman, said: "The combination of a dance track, a dance and the launch of the new fragrance reflects everything that Lynx encompasses - seduction. With the Lynx Pulse track, users can embrace the dance and the music allowing them to experience the pulsating effect first-hand."