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Chief Creative Officer at Ogilvy UK

Lynx looks to challenge perceptions with Google Search-driven #isitokforguys campaign starring Anthony Joshua

Unilever-owned brand Lynx has followed up its first push to make the brand more diverse and challenge ‘manly’ stereotypes with a search-driven campaign starring boxer Anthony Joshua.

Last year, Lynx made a U-turn on its advertising, which had until then played heavily on the idea that its deodorant could help them get a girl. To move beyond the teenager demographic and “grow up”, it pushed the idea that individuality is attractive with a global advertising push urging men to ‘Find Your Magic’.

Lynx is now looking to highlight that guys are hiding behind digital screens to ask the questions they can’t face asking out loud, such as 'Is it OK to do yoga?' or 'Is it OK for guys to be friends with women?'

Called #isitokforguys, a film starring boxer Anthony Joshua highlights these questions and drives people to search for some of the terms on Google. When they do, results will turn up responses from Joshua and other male influencers telling them that it’s fine.

Rik Strubel, Lynx's global vice president at Unilever, said: “We want guys to see there’s no holds barred on what men can or cannot be. We need to help more men by tackling toxic masculinity, head on.

"Our aim is to create an inclusive society where everyone – men and women – can be who they damn well want to be.”

The campaign will roll out across the brand’s social channels and will be supported by activity in the UK and US throughout 2017.

It was created by 72andSunny Amsterdam, the agency also responsible for ‘Find Your Magic’.

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