The innuendo-laden Lynx 'Clean your balls' online video, featuring actress Sophie Monk and three minutes of over-the-top double entendre, has been revealed as a major marketing tie-in with ACP's Zoo Weekly.
The online video has been on YouTube for the past week, and has already been a hot topic of conversation on Twitter, with a range of both positive and negative comments, referring to the ad as both “ridiculous advertising” and “funniest and worst thing ever”.
The marketing tie-up between Zoo and Lynx will see promotional model spreads showcasing the Lynx shower gel, product samples, brand advertising, and a range of online video material including the 'Clean your balls' online video. The video can be accessed from the magazine by using ACP's new augmented reality application Viewa.
The tie-in will last for three consecutive issues (4 June, 11 June, 18 June).
The campaign was adapted by Soap from global creative, with media buying handled by MindShare.
Zoo Weekly editor said: “This provocative, tongue-fully-placed-in-cheek campaign for Lynx absolutely syncs with Zoo's ethos of doing outrageous things with a big dose of humour.”
Unliver's senior brand manager on Lynx Duncan Robertson said: “Zoo Weekly and Lynx are two maverick brands aimed at young men who like their humour sharp and edgy and this campaign responds to that.”
The online video is almost identical to an online campaign created for Lynx's UK counterpart, Axe, in 2010. The 2010 video featured actress Jaime Presley.
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