Lynx challenges ‘macho’ stereotypes; pushes hair care

18 April 2016

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Lynx continues to shed outdated views of masculinity with a new ad campaign.

Following the Lynx ‘Find Your Magic’ campaign, the brand is again casting the spotlight on a variety of men who do not fit neatly into traditional masculine stereotypes.

Reworking the familiar idiom ‘not just a pretty face’, the campaign applies ‘not just a pretty hairstyle’ to men, challenging the notion that beauty and substance as mutually exclusive and celebrating the different skills that make men attractive.

The 30-second spot shows men cooking for their partners, doing the laundry and of course, styling their hair with Lynx’s new product.

It aims to break down the barriers men still have against styling their hair, saying men are oftentimes self-conscious about looking like they’ve tried too hard to look good for fear of being perceived as vain or shallow. 

In 2014 the Unilever brand announced it would be launching its hair-care offering in Australia.This year Lynx is driving its focus on its new hair products.

The campaign launches across TV, digital, outdoor and social.

Credits:

Client: UNILEVER (GLOBAL)

Rik Strubel, Global Brand VP

Victor Hugo, Jr. Global Brand Director

Kuba Dabrowski, Senior Global Brand Manager

Client: UNILEVER (LOCAL)

Jon McCarthy, Senior Marketing Director

Michael Coden: Senior Brand Manager

Ryan Sutton: Assistant Brand Manager

 

Agency: PONCE

CCO: Hernán Ponce

ECD: Luigi Ghidotti

AD: Ignacio Perez de Muro

C: Eric Chaulet

STRATEGY DIRECTOR: Luz Pasman, PLANNER: Mercedes Roldan

ACCOUNT DIRECTOR: Pilar Lopardo, ACCOUNT EXECUTIVE: Catalina Aguirre

AGENCY PRODUCER: Roberto Carsillo Film Credits Production Company: PRIMO - ICONOCLAST

Director: MEGAFORCE

Executive Producer: GABY CARCOVA - NATHALIE LE CAER

DoP: SEBASTIAN WINTERO

Post Production: NIGHT-SHIFT

Print Credits, Photographer: SANTIAGO PEREZ

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