Lynx - "Cyclist"

BBH

BBH London, 英国

5931

标题	Cyclist
广告公司	BBH
广告战役	The Lynx Effect
广告主	Unilever
品牌	Lynx
首次发布日期	1999 / 11
产品	Body Spray
行业领域	体香剂
广告口号	The Lynx effect.
剧情简介	We see TV sports coverage in a cycling stadium to signify the power of the "Lynx Effect". One of the fourth male cyclists gets off to a bad start when a woman official doesn't want to let him go.
哲学	In revisiting the communication model, it was clear that a new expression of seduction and masculinity was needed. We introduced a tongue-in-cheek humour to the advertising and a new, ironic expression of seduction The Lynx Effect. As youth culture accelerated, as it became more fluid and demanding, Lynx also had to evolve beyond its existing ad formula of just one theme campaign a year. The Lynx Effect has been expressed in tv and print, in tactical ads and shorts, in events and promotions.
问题	When Lynx first came to BBH in 1995, the brand was widely recognised as the leading male deodorant body spray. However, research indicated that the brand image, and advertising in particular, were losing credibility with its audience and the brand was in danger of becoming the Brut of the 90s.
媒体类别	电视
长度	10 seconds
市场	Europe
创意总监	Rosie Arnold
文案	Roger Beckett
美术指导	Andy Smart
导演	Jonathan Greenhalgh
制作公司	Godman
广告公司制片	Tania Kane