New Zealand Lynx ad takes swipe at ball tampering scandal

Lindsay Bennett
By Lindsay Bennett | 23 July 2018

New Zealand and Australia are squaring off in the latest ad for Lynx and taking a swipe at the ball tampering scandal that sprayed the Australian cricket team earlier this year.

The new spot, from creative agency Emotive, features Kiwi star Julian Dennison, who by switching from Lynx Australia to Lynx New Zealand, embraces a whole new level of confidence after an Australian threatens to steal his girl.

Dennison faces the Australian and comes out on top, despite suggestions of ball tampering in the handball competition.

The campaign is a sequel to the Lynx Australia campaign that launched in January and centres on the theme of confidence.

On YouTube the original video racked up more than two million views and Unilever, Lynx’s parent company, said overall it reached 15 million people.

Emotive creative director and director Zane Pearson said the second piece of content came after countless calls from fans.

“We picked the storyline up from where we left off and with the introduction of the new product we were able to give the Kiwis a platform to fire a few shots back at the ball tampering Aussies whilst furthering Lynx’s association with the notion of confidence,” Pearson said.

The full three-minute video will run across digital channels with a 60-second and 30-second video being cut for TV. The campaign also has an outdoor and social element.

“The Lynx Australia campaign created a strong start to 2018 for Lynx and we look forward to seeing this success continue with the continuation of the story," says Unilever marketing director of personal care, Markus Rehde.

"As a brand, we have evolved to appeal to the humour of the modern young guy whilst maintaining our irreverent witty tone and delighting with fun in an authentic and local way."


Client – Unilever

Markus Rehde – Unilever Marketing Director, Personal Care

Kristy Rutherford – Male Grooming Marketing Manager

Kate Westgate – LYNX Brand Lead

Creative, Production & Amplification – Emotive

Simon Joyce – CEO & Lead Strategist

Marshall Campbell – Business Director

Zane Pearson – Creative Director, Writer & Director

Nathan Burley – Additional Writer

Alistair Pratten – Senior Producer

James Brown – DOP

Uthayan Selvaraj – Editor

Jamie Crick – Talent Social Amplification

Media Agency – PHD

PR Agency – Liquid Ideas & Spark PR NZ

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