Lynx challenges masculinity with Find Your Magic global campaign

29 January 2016

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A hipster with kittens, a man wearing heels, homosexual flirtation … this is masculinity in 2016.

After the success of the #FindYourMagic campaign in the US, Lynx is taking the campaign global and bringing it to the Australian audience.

The campaign challenges traditional notions of masculinity and embraces individuality, fighting the labels that prevent men from expressing themselves.

In a celebration of modern masculinity, the spot features a man in heels, a homosexual flirtation, a man in a wheelchair, and a traditionally nerdy guy winning the girl.

The clip speaks for diversity and was developed with the idea that nine out of 10 women find guys most attractive when they are comfortable being themselves.

The 33-year-old brand has been criticised and even banned for previously positioning its product as a means of seducing women, with ads showing the product as some sort of cat nip for females. The latest spot, by 72andSunny Amsterdam, is revolutionary for the brand and speaks to the way advertising can appeal to a wider audience in 2016.

Through the representation of multiple minorities, Lynx has opened up its market to reach new audiences its previous campaigns ignored.

“We’re living in an era of unprecedented freedom and acceptance — and yet what we’ve seen is that a lot of men still feel huge pressure to look and behave a certain way in order to be seen as attractive,” Lynx senior brand manager, Michael Coden says.

The campaign will be a multimedia initiative spanning TV, print, and outdoor to custom digital content. Lynx will also be rolling out multichannel communication that will launch in 2016 in partnership with key local agencies PHD, Liquid Ideas, TBWA and Resolution Media.


Client credits
Jon McCarthy – Marketing Director
Michael Coden – Senior Brand Manager
Andrew Tilley – Assistant Brand Manager
Ryan Sutton – Assistant Brand Manager

Agency credits
Creative – 72andSUnny Amsterdam
Media – PHD
PR – Liquid Ideas
Social media – TBWA

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