Lynx, better known as Axe is taking their Lynx Effect campaign from scantly glad women chasing men to preparing mankind for the 2012 end of the world. Apparently this is it, the final fragrance from Lynx, Axe or whatever they call it depending on what part of the world you live in.
Now someone correct me if I'm wrong, the Lynx 2012 commercial at about the: 23 second spot as our hero is building his arc is carving a potato...is that what I think it is? And you can forget what I said earlier about the sexy women, they show up at about the: 45 second mark, in pairs of course their getting on the arc!
The Lynx Effect celebrates achieving 1 million Facebook fans (in the UK) with a creative web film and the Rube Goldberg Machine. The film also features several references and brief clips of popular Axe and Lynx ads including: angel wings (from the Excite campaign), Converse and undies ("Getting Dressed') and the little Chocolate Man.
The music is by Max and Simon and the film is the work of the TMW and it only took 58 takes.
Lucy Pinder and the Lynx Dry ad campaign gets banned by the UK's Advertising Standards Authority because they are said to be sexually suggestive, indecent, provocative, glamorize casual sex and objectify women, so there ya go.
Here's a behind the scenes look into all three commercials in the campaign.
Lynx said the campaign is simply what the target, young men "come to expect, and were comfortable with the typical narrative, tone and content seen in advertising for the brand" and in relation to beach-based ads, "she [the model in the ad] was not undressed to an extent that would be in any way unusual in that location."
You’ll never hate Mondays again thanks to these boisterous Axe / Lynx ads. Lynx will see a change in positioning from "the mating game" to getting guys ready to face the world with confidence. Below, you can seize your Wednesday.
Credits: AGENCY: BBH London TV PRODUCER: Chris Watling STRATEGIST: Tom Callard DEPUTY EXECUTIVE CREATIVE DIRECTOR: David Kolbusz CREATIVE DIRECTOR: Gary McCreadie, Wesley Hawes CREATIVE: Peter Reid, Carl Broadhurst, Charlene Chandrasekaran, Dan Morris MUSIC AND SOUND SOUND ENGINEER: Will Cohen SOUND DESIGN: String and Tins SONG: Defiant Order ARTIST: Birdy Nam Nam OFFLINE EDITOR: Patric Ryan EDIT COMPANY: Marshall Street Editors POST PRODUCTION / VFX POST PRODUCTION HOUSE: Electric Theatre Collective PRODUCTION COMPANY PRODUCTION COMPANY: Riff Raff PRODUCER: Jane Tredget EXECUTIVE PRODUCER: Matthew Fone DOP: Alex Barber DIRECTOR: Jonas and Francois
The recent banned ads with Lucy Pinder for Lynx actually got the brand to release a interesting apology. The online video has Lynx asking Pinder for give them their stuff back. If you missed the banned spots, see them here.
Legendary astronaut Buzz Aldrin announces the creation of the AXE Apollo Space Academy. No joke.
Now, the Unilever brand is pushing the envelope just a bit more in two ways: entering the Super Bowl advertising derby, and launching a Red Bull-esque promotion in which it promises to send 22 people just to the edge of space, with the tagline: "Leave a man, come back a hero."
The Super Bowl ad doesn't seem like such a big deal in comparison, but it will be for Axe. The brand will be airing a 30-second TV ad during the Super Bowl titled "Lifeguard" which, according to a press release, "includes a twist at the end" that aligns with a larger creative campaign scheduled for launch this month.
That other creative campaign — which Gaston Vaneri, Axe brand director, promised would take the brand "to new heights" — involves what it's calling the Axe Apollo Space Academy. The brand's new online contest promises to send winners to the edge of space and back aboard a private craft: a Lynx space plane built by the U.S. company XCOR Aerospace and operated by the tourism firm Space Expedition Curacao.
At a normal ticket price of $95,000, the plane is set to begin passenger flights in 2014. Winners of the Axe contest must write about why they should be chosen to fly, while others online will vote on the entries, and must attend a three-day training course. The deadline is Super Bowl Sunday, February 3.
"Space travel for everyone is the next frontier in the human experience," Buzz Aldrin, member of the 1969 Apollo 11 mission to the moon and the world's second moonwalker, after the late Neil Armstrong, said in a statement, according to Axe. "I'm thrilled that Axe is giving the young people of today such an extraordinary opportunity to experience some of what I've encountered in space." via: Dale Buss @ BrandChannel
The campaign, 'First Impressions Count', comprises four 20-second films which — in typical Axe style — highlight the importance of well styled hair when meeting that special someone for the first time. The ad Axe camapign includes 4 commercials: The Track, Tribe, The Surgeon, and Burglar. Client: Axe/Lynx Campaign: Axe Hair Styling The brief: to launch the updated AXE hair styling range with a new proposition that brings the brand’s unique promise of attraction to the category.
The creative idea, ‘First Impressions Count’ highlights the importance of well styled hair when meeting that special someone for the first time. The work features style conscious guys taking their time to get their hair just right in unexpected scenarios, needless to say, the women of their affections are suitably impressed. David Kolbusz, Deputy Executive Creative Director at BBH London, said: “We wanted to capture a simple truth about guys and their grooming habits. Whenever a man sees a woman he fancies, he tends to touch up his hair before making the initial approach. We dramatised this behaviour by setting it in the most extreme of circumstances.”
Credits: Creative Ad Agency: BBH, London BBH Creative Team: Matt Fitch & Mark Lewis and Harry Orton and Robin Warman BBH Creative Director: David Kolbusz BBH Producer: Charlie Dodd BBH Strategic Business Lead: Ngaio Pardon BBH Strategy Director: Dan Hauck BBH Strategist: Tim Jones BBH Team Director: Heather Cuss BBH Team Manager: Cressida Holmes Smith Production Company: Outsider and Station Films Director: Harold Einstein Executive Producer: Eric Liney Producer: Jon Stopp/Richard Packer DoP: Danny Cohen Post Production: The Mill Editor/Editing House: The Mill Sound: Factory
