Lynx has added fuel to the long-burning rivalry between Australia and New Zealand with a cheeky new campaign to promote its newest fragrance, Lynx Australia.
The campaign, which features New Zealand actor Julian Dennison (Hunt for the Wilderpeople), launches the new fragrance by promoting the confidence it can provide men – even kiwis.
The ad sees Dennison play Humphrey, a young man in awe of his older brother’s talents, in particular, his ability to talk to girls. Humphrey is surprised to discover that his brother’s secret is just to be himself and to wear the fragrance of New Zealand’s rival nation, Lynx Australia.
“Our aim was to stay true to the fantastic Lynx campaigns of the past and maintain the trademark irreverent humour, yet shift the focus to a more story driven and relatable space, in line with the evolution of the brand,” said Zane Pearson, director of Emotive, the agency behind the campaign.
“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.”
John Mckeon, Unilever marketing director, personal care, 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.”
The campaign will run across television, cinema, digital and social media and is supported by PR.