The blokish humour of the ’Lynx effect’ is being exploited in new
national TV advertising for Elida Faberge’s male body spray.
Bartle Bogle Hegarty has produced a trio of ten-second commercials
breaking nationally next Wednesday to reinforce the brand’s appeal to
young men aged between 16 and 24. All continue the three-year-old theme
of women being overpowered by their desire to get near Lynx-wearing
men.
In one a woman enjoys massaging a man’s back until the real masseuse
returns and she reluctantly returns to her cleaning job.
In another, a cycle race is thrown into chaos when a woman referee will
not let go of her charge after the starting whistle has been blown.
The third draws its inspiration from the current fad for police chase
programmes. The difference is that the policeman is being pursued by
three beautiful women.
The short ads are designed to appeal to what Elida Faberge has called a
savvy but easily bored youth market. They follow the introduction of
’moving’ posters earlier this year in which a girl appears to wink and
blow a kiss at passers-by.
The cycling and police chase spots were written by Roger Beckett and art
directed by Andy Smart. The massage film was written and art directed by
Pete Bradly and Marc Hatfield. All three were directed by Jonathan
Greenhalgh for Godman.
