Ad of the Day: Lynx makes a bold bet on comedy with two new spots
Both ads from Lola-MullenLowe rely heavily on dark humor while nodding to the Unilever brand’s history of using its fragrances to ignite attraction, landing it our top spot today.
Lynx (Axe in the US) is capitalizing on the rise of dark humor with two new ads as part of its ‘The Power of a Fragrance’ campaign.
The premise of both is seemingly straightforward: a funeral and a robbery gone awry, but the tone sets them apart. The writing is quick-witted and dry, infused with slightly uncomfortable yet captivating visuals.
For a deodorant brand, both ads are daring and stand out among a saturated market while still playing into the tried and tested approach that Lynx has taken over the years – that its body spray will increase your attraction level.
It would have been easy for Lynx to fall into typical advertising tropes that rely on aspirational imagery, but this approach seems a bit more risky – and rewarding – for the brand.
The era of humor in advertising is back and Lynx is having fun with it.
Credits
Client: Unilever Axe-Lynx
Client team: Caroline Gregory, Matthew Yocum
Client regional producer: Attilio Gianfrancesco / Lorraine Warner
IPG/Unilever lead: Federico Duberti
Agency: Lola-MullenLowe
Executive creative director: Tomás Ostiglia.
Creative director: Jorge Zacher, Dante Zamboni.
Creative team (Robbery): Augusto Callegari, Pedro Mezzini.
Creative team (Funeral): Lucía Villalva, Corina Martínez Panés
Account team: Oscar Fernandez Baca
Agency producer: Felipe Calviño
Production: Czar.be
Director: Lionel Goldstein
Executive producer: Eurydice Gysel
Producer: Lander Engels
Director of photography: Grimm Vandekerckhove
Set designer: Pepijn Van Looy
Casting: Sasha Robertson Casting
Editor: Manu Van Hove
Grading: Olivier Ogneux
Online graphics: Dries Derycke
Post-production: Czar.be
Post producer: Bieke De Keersmaecker
Sound and mixing studio: Senstudio