As part of the Year 13 Advertising unit, we have started to look at how Lynx advertise their products and establish their brand ideology. All of their ads follow the clear message that wearing this product can improve your life (if you’re a man) by helping you get the girl. Lynx has tried to do this in many ways – by comparing men to the appeal of chocolate to women, by parodying famous films such as ‘Top Gun‘ and by allowing the ‘everyman’ to win in a pulling war with stars such as Ben Affleck.
The new Lynx ad, however, is an interesting departure from the normal strategy in some ways. I am sure that you have all seen it – the Lynx Excite ad featuring the slogan ‘Even Angels Will Fall’. The print campaign is fronted (an appropriate choice of word there…) by Kelly Brook but the moving image ad rejects star and focuses on concept. If you haven’t seen it then the link is below.
Thoughts? And Year 13 please feel free to lead the way on this one, you are the experts after all!
Smile and Wave... 
Probably the most cinematic Lynx advert to date, and for that reason, arguably the best. The concept that this fragrance will make Angels fall from heaven and humanise themselves (by smashing their halo on the floor) implies that no woman is out of reach of a “Lynx Excite Man.” The choir version of the song is slightly comical, but anchors the idea of the angels. Overall, I think this is a very, very good advert that I won’t get tired of seeing (unlike Go Compare, Pantene Pro-V, and even the Barclaycard rollacoaster ad, besides the very good Boston soundtrack).
The fragrance itself smells nice (as do all Lynx prodcuts), although don’t take this advert too literally because it will get you nowhere. Interesting and great advert, yes. But I think that the objectification of women in the previous Lynx adverts appeals to a younger male audience, who are more likely to buy the products because of it. (The objectification of women was NOT meant in a sexist way by the way).
By: nathansmith29 on March 28, 2011
at 7:21 pm
I absolutely love this advert! I think the idea of making this symbol of iconic perfection and beauty obtainable is genius, cheeky and comical. I think the costume codes and overall appearance of the women convey more aspects of beauty and glamour rather than the sexual objectification of women in previous adverts which always made women appear desperate and emotionally unstable when it came to Lynx men. However the idea of worshipping the man, almost as if he becomes their new idol is brilliant. Again, being aimed at men the Lynx adverts are obviously going to be sexist as their brand ideology is about getting the girl.
This advert ups the game in Lynx’s advertising strategies and is really effective. If I was a man I’d give this product a go just for having the audacity to say that by buying its product you can get any girl, even from heaven.
By: cricativecorn on March 29, 2011
at 5:41 pm