Emotive reveals 'cheeky' new work for Lynx

By AdNews | 22 January 2018
"The focus is on the friendly trans-Tasman rivalry with our Kiwi neighbours."

Hunt for the Wilderpeople star Julian Dennison features in Lynx's new humorous ad which pokes fun at the rivalry between Australia and New Zealand.

The creative, which rolls out across television, cinema, digital and social, supported by PR, is the first collaboration between Emotive Content and Lynx's parent company Unilever.

The campaign is for its newest fragrance Lynx Australia, and aims to reignite the friendly rivalry between Australia and New Zealand, fuelled on by the inclusion of one of New Zealand’s national treasures - Dennison.

The “light-hearted” creative sees the young Kiwi go in search of his cooler older brother's secret to being so cool (and good with the girls). He's soon surprised to discover that it all comes down to being yourself… and wearing Lynx Australia.

Unilever marketing director for personal care, John Mckeon, says: “We wanted to use our brand’s heritage in humour and attraction to create something cheeky that highlights our country’s charm as well as the brand’s personality.

“Attraction is part of our DNA and we want anyone who uses Lynx Australia (even the Kiwis) to feel attractive and confident…to find their own magic.”

Emotive director Zane Pearson says the aim was to stay true to the Lynx campaigns of the past and maintain the trademark irreverent humour, yet shift the focus to a more story-driven and relatable space, “in line with the evolution of the brand”, he says.

“Defining ‘Australia’ for a contemporary and diverse Australian audience was the great challenge of the brief, so our approach was to avoid this by placing the focus on the friendly trans-Tasman rivalry with our Kiwi neighbours and, in so doing, elevate broader notions of confidence and success that Lynx is renowned for," Pearson says.

This launch comes off the back of a successful partnership with Movember, where Lynx says sales of the limited edition Movember Lynx cans reached the number two body spray in the male grooming category, seeing Lynx donate $165,000 to the Movember foundation.

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