Lynx, The unilever group’s deodorant brand -which in Spain is distributed under the name AX -has launched a new range of deodorants for intimate areas, responding to the needs of young consumers, who demanded a fragrance for intimate areas. And in line with the brand’s speech on the power of its products, it has launched a humor campaign that moves the effect of the new deodorant.

For this he has once again trusted the Spanish creative agency Lola Mullenlowe, and in the producer Czar, To create a series of advertising pieces that announce the new article under The idea that smelling should not have limits. Thus, it shows a scene in which, in the middle of the basketball and as with the traditional deodorant, people are attracted to the smell of the new fragrance applied in intimate areas.

As part of the campaign to promote the new fragrance, the brand has also taken the opportunity to continue communicating its deodorants for the whole body. Again, it alludes to ATTRACTIVE EFFECT OF PRODUCTSa concept that has been part of the LYNX/Ax advertising strategy for years.
The pieces have been led by director Lionel Goldstein.

“The young people told us that they wanted an adequate solution for their intimate areas, so we created a spray for the low, without alcohol, with a softer formula and more subtle fragrances”; Caroline Gregory, Global Lynx/Ax brand director has commented, in an agency statement. “At the same time, we wanted to have fun remembering men who with regular body spray can smell incredible throughout the body“

From the agency they explain that it has worked A series of micro-ancios of 10 seconds with the intention of creating fast, shocking and designed content to cause a great effect in a short time. “These ultracortos ads combine entertainment with daring messages, ensuring that Lynx’s characteristic humor remains the protagonist”, They point out from Lola Mullenlowe.

“This campaign shows that, regardless of duration, a great narrative and ingenious humor can cause impact everywhere“Tomás Ostiglia, Executive Creative Director of Lola Mullenlowe commented.
They also advance that Lynx will continue to work the narrative in micro-ancios, which is a commitment to entertainment.

Precisely a few weeks ago Rexona He also presented his new Body Deodorant range, developed to stop bad body smell from its origin. The “No More Fobo” campaign, created by the London agency AMV BBDO, also bet on humor with the intention of normalizing the conversation about body smell.

All over the body & low body technical card

• Campaign: Lynx– All Over The Body & Lower Body
• Brand: Lynx
  • Global Brand Director: Caroline Gregory
  • Global Brand Manager: Francisco Cevasco
  • Global Brand Manager Assistant: Florencia Villar
  • Global Lead Social: Claire Lunturn
  • Regional Advertising producer Unilever: Attilio Gianfrancesco
• Lead Agency: Lola Mullenlowe
  • Executive Creative Director: Tomas Ostiglia
  • Creative Directors: Dante Zamboni, Jorge Zacher Social Creative Director: Maria García Campos
  • Creative Team (Basket, Boxing): Koke Domínguez, María Báguena
  • Copywriter (Cinema): Kiki Holshuijsen
  • Social Media Manager: Ana Tejeiro
  • Digital Creative Team: Alexander Peck, Blanca López, Lara Ramirez, Rodrigo Muñoz
  • Managing Director: Tom Elliston
  • Account Director: Carlos Solchaga
  • ACCOUNT MANAGER: PAULA PORTELA
  • Head of Production: Felipe Calviño
  • Producer: Marina Saro
• Global IPG
  • Global Business Director: Federico Duberti
• PRODUCTION COMPANY: CZAR
  • Director: Lionel Goldstein
  • Executive Producer: Eurydice Gysel
  • Produce: Lander Engels
  • DOP: Grimm Vandekeckhove
  • Set Designer: Isona Rigau Heras
• Service Production: Tickle
  • Post Production Coordinator: Keersmaecker Bieke
  • Editor: Manu Van Hove
  • Online Editors: Dries Derycke, elke d’aese & stijn van assche
  • Sound Design & Mix: Jansen, Bert Aerts / Sensuvio
• Music Company: Big Sync Music
  • Global Head of Search & Licensing: Lisa James
  • Senior Music Supervisor: Alicia Leinot