Adwatch (April 18 ) Top 20 recall: Lynx

Lynx fun styling products ad lacks a memorable creative concept
Lynx fun styling products ad lacks a memorable creative concept

Haircare product ad maintains the brand's personality, but needs a stronger creative idea

Skip to table

Lynx does two things consistently well: pitch its ads at its core market of teenagers and young men and stick to a formula that includes scantily clad women flocking around the geeky, or not-especially-good-looking, man.

The target market gets its buzz from the supposed accessibility of these girls. They buy into the concept that even if you're a nerd, 'the Lynx effect' will make all your dreams come true. It is like an ad version of Nuts.

This is, in part, achieved by Lynx's use of a self-mocking, but still schoolboy, sense of humour. It includes its audience in the joke and deliberately overplays the 'use this and you will attract girls' schtick that other, more upmarket brands, do so coyly. Brands very often talk down to younger people, but Lynx's overt messaging is inclusive and usually funny.

Set on a beach, this spot follows the familiar Lynx story pattern. A man whose spiky hairdo leaves a woman unimpressed has his fortunes transformed once he uses the new Lynx haircare range.

This ad is not up to the brand's usual storytelling standard, though. In creative terms, it is neither as artistically good nor as beautiful as other Lynx ads; the 'Angels will fall' work being an exceptional example of the brand getting it right from TV to augmented-reality digital outdoor.

The simple-to-explain visual concept does use a catchy end-line, 'Get the look that gets the girls', which will strike a chord with viewers; but, if you look at the comments and blogs dedicated to the brands, it is the girls who feature in the ads that receive the most comments - not the soundtrack or story concept, and, hardly ever, the products themselves.

This ad confirms to me that Lynx doesn't take itself too seriously as a brand and, honestly, I find this makes me like it more than I expected too. My only reservation is that, if it is to repeat the same 'joke' in every ad, then, each time, the creative and the humour has to be better and funnier than what has gone before.

Watching this ad makes me conscious that this isn't for a traditional Lynx deodorant spray as the brand expands into hair products. I'm sure this range will be successful, as this is a natural extension for a target market that places grooming high on its list of priorities.

As this range becomes more popular, I hope the creativity in its advertising will grow to the level that the deodorant has reached, which, on the whole is very entertaining.

Brand strategy verdict: 6 out of 10

Does the ad have the 'Lynx Effect'? It has the same fun and underlying sexual references as past ads, but not the memorable creative concept to support it. Time will tell whether young men are willing to try the new range or it gets the brush-off.

Adwatch: Top 20 recall
Latest Apr-04 Brand Agency/TV Buyer Recall
rank       %
1 (–) Birds Eye –
Rice Fusions
The Assembly/Carat 53
2 (–) Dulux  Bartle Bogle Hegarty/
3 (–) Aldi  McCann Erickson Manchester/
Universal McCann Manchester
4= (–) Premier Inn  RKCR Y&R/ZenithOptimedia 37
4= (19=) Lynx  Bartle Bogle Hegarty New York/
6 (–) McDonald's  Leo Burnett/OMD UK 35
7= (–) Colgate Total  Y&R Paris/MEC 34
7= (–) Visit England  M&C Saatchi/M4C 34
9= (–) Harvester  JWT London/MediaCom North 33
9= (–) Lloyds TSB  RKCR Y&R/M&C 33
11= (19=) Cancer
Research UK
The Good Agency/MediaCom 31
11= (13=) Sky  Brothers & Sisters/MediaCom 31
13= (–) Pizza Hut  Abbott Mead Vickers BBDO/
13= (–) Morrisons  DLKW Lowe/MEC 30
13= (15=) Homebase  Leo Burnett/Mindshare 30
16 (–) O2  VCCP/ZenithOptimedia 29
17 -9 Currys/
PC World
M&C Saatchi/Walker Media 28
18 (–) Chicago Town
Life Agency/MEC 27
19 (–) Dreams  RKCR Y&R/Starcom 25
20 (–) Dettol  Euro RSCG Worldwide/


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


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers