Lynx unleashes more chaos in Attract drive

Lynx: rolls out 'attract' activity
Lynx: rolls out 'attract' activity

Lynx, the Unilever-owned personal care brand, is launching the next push for Lynx Attract, its first fragrance targeted at men and women, on Monday (27 February).

The "breaking news" activity builds on the 'Release the Chaos' brand campaign released at the start of the month for Lynx Attract.

The marketing activity features a TV ad that depicts a newsreader delivering a TV bulletin that warns the public about an "attraction epidemic".

The ad has been created by Razorfish and is supported by outdoor work from Grand Visual.

The ad includes footage of chaos breaking out on the streets of various cities around the world. There is bedlam on the streets of New York and an aeroplane is forced to make an emergency landing in Barcelona after the crew becomes "amorously entangled".

The ad ends with the newsreader telling viewers not to buy Lynx Attract and warning people to stay away from the opposite sex.

Two more ads will be released on the Lynx Facebook page and YouTube channel, with digital activity including a YouTube homepage takeover.

Kieran Danaher, brand manager, Lynx, Unilever UK, said: "We wanted to creatively demonstrate the dramatic impact the launch of 'Lynx Attract: For Him and For Her' has had on the mating game and bring the unbridled power of the Lynx Effect to life on screen.

"What better way to do so than through the guise of a Breaking News bulletin, which not only contains scenes of chaos, but by its very nature appears to even disrupt the TV schedule.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer