Male toiletries brand Lynx is leaning into its dark side with ‘funeral’ and ‘robbery’ – two offbeat new spots that play on its historic creative.
Developed by creative agency Lola-MullenLowe, the new efforts form part of the brand’s ongoing ‘The Power of a Fragrance’ platform, paying homage to Lynx’s (supposedly irresistible) power to stimulate female attraction.
In ‘Funeral’ we see a young man’s open-casket funeral descend into chaos as a mourner sniffs him uncontrollably before openly kidnapping his corpse and driving away.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
In ‘Robbery’, we are privy to a social club hold-up during which the thief begins to feel an uncontrollable attraction to a Lynx-wearing waiter before driving off into the murky English sunset with him.
“We always say we want humour to come back, but few times do agencies and clients dare to do what needs to be done to put this into practice. This is one of those times. Bravo Lynx!” LOLA MullenLowe ECD, Tomás Ostiglia said.
Shot in what can only be described as a ‘Wes Anderson meets Tim Burton’ style, both black comedy efforts mark an interesting creative shift for a brand mostly associated with secondary school PE changing rooms.
The bold about-face follows on from last month’s collab with US rap superstar Lil’ Baby, who featured in a somewhat more routine spot for the brand’s new fragrance collection.
