Lynx snaps up Lil Baby for blockbuster fragrances campaign

Male toiletries brand Lynx has collaborated with American rapper Lil Baby for its latest blockbuster ad campaign promoting its new ‘fine fragrance’ collection.

Beloved by teenage boys up and down the UK, the Unilever-owned firm has pumped a whopping £15 million into the TV-led campaign, banking on Lil Baby’s big-name draw.

Developed by the Martin Agency and set to the tune of Lil Baby’s 2018 smash hit ‘Drip Too Hard’, the 30-second spot weaves together anime, gaming, music, and modern art influences to vibrantly bring to life Lynx’s new fragrance collection.

“This is the freshest thing Lynx has ever done. The Fine Fragrance Collection has me feeling like I’m wearing the finest of fine colognes. One thing I’ve learned is that your price tag doesn’t define your worth,” Lil Baby said.

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Aimed squarely at Gen-Z men, the campaign will also see Lynx partner with a range of influencer talent including The Beta Squad with work running across YouTube, TikTok, Instagram and Snapchat throughout the year.

Lynx marketing manager, Josh Plimmer added: “We know that 74% of UK guys say they do not feel there is an affordable solution to their fine fragrance needs. And now we can offer a collection infused with an eclectic mix of scent profiles, which we know is ‘smell tested’ and loved by young males.

“With the launch of the Lynx Fine Fragrance Collection disrupting the male toiletries category by challenging those traditional luxury symbols of the fragrance world, it’s only right that our new advert is similarly inventive.”

He continued: “The creative itself is dripping with surreal Lynx energy – bringing the boost in confidence that Lynx gives millions of guys to life with this vibrant, dreamlike animation that pops off the screen. The advert smashes through the stuffiness of traditional perfumery brands and partnering with rap icon Lil Baby helps us match the energy and sense of adventure that Lynx fans crave.