ft. Mans Not Hot
Creative: Emotive Content
Director: Zane Pearson
Creative Director: Andrew Cameron
Senior Producer: Alistair Pratten
Hunt For The Wilderpeople star Julian Dennison features in Unilever’s latest push for Lynx which tells Aussies the body spray will help you find your magic “even if you’re a Kiwi”.
The ad, created by content agency Emotive to promote the Lynx Australia fragrance, tracks ‘Humphrey’ as he tries to muster the confidence to talk to his crush.
‘Humphrey’ spends the ad idolising his older brother and failing to emulate Darius’ successes, particularly with women.
Humphrey eventually storms into his brother’s room and finds out his secrets: confidence, being yourself and, of course, Lynx Australia.
After putting on Lynx Australia Humphrey overcomes his confidence crisis and speaks to Rachel.
“If you want to step up, you’ve got to be prepared to go Down Under,” the ad concludes.
Zane Pearson, director at Emotive, said the agency’s aim was to keep the ad humorous and stay true to previous Lynx campaigns while making sure the campaign was story-driven.
“Defining ‘Australia’ for a contemporary and diverse Australian audience was the great challenge of the brief, so our approach was to avoid this by placing the focus on the friendly trans-Tasman rivalry with our Kiwi neighbours and, in so doing, elevate broader notions of confidence and success that Lynx is renowned for,” Pearson said in a statement.
The campaign is set to run across TV, digital, social and in cinemas.
Media agency PHD will handle all the media buying duties for the campaign.
John Mckeon, marketing director of personal care at Unilever, said: “We wanted to use our brand’s heritage in humour and attraction to create something cheeky that highlights our country’s charm as well as the brand’s personality. Attraction is part of our DNA, and we want anyone who uses Lynx Australia (even the Kiwis) to feel attractive and confident…to find their own magic.”