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Creative Ads We Like Australia

Ads We Like: Lynx New Zealand mocks ball tampering Aussies in cheeky campaign


By Danielle Long, Acting APAC Editor

July 23, 2018 | 3 min read

Kiwi actor Julian Dennison (Deadpool 2, Hunt For The Wilderpeople) has reprised his role fueling the rivalry between Australia and New Zealand in Unilever’s cheeky Lynx New Zealand campaign.

Unilever Lynx New Zealand

Lynx New Zealand stirs trans-Tasman rivalries in latest ad

Dennison, who featured in a previous campaign to promote the Lynx Australia fragrance, returns as Humphrey, a young man keen to reassert his national allegiance and spruik the brand’s New Zealand fragrance - all while poking fun at its trans-Tasman neighbours.

In the latest ad, Humphrey’s new-found confidence is under pressure after the arrival of a couple of Australians creates an “Aussie problem” in the town. He discovers the Lynx New Zealand fragrance which gives him the confidence to take on his Aussie rival in a handball competition and triumph despite suggestions of Australian ball tampering.

The trans-Tasman campaign, which was created by Emotive, will run across digital and social media in Australia and across TV, OOH, digital, social in New Zealand.

Zane Pearson, creative director and director at Emotive, said, “The success of the Lynx Australia piece saw countless calls for a sequel from fans online. This afforded us a special opportunity to continue the story with the launch of Lynx New Zealand, knowing that our target audience was already anticipating the next chapter.”

“We picked the storyline up from where we left off and with the introduction of the new product we were able to give the Kiwis a platform to fire a few shots back at the (ball tampering) Aussies whilst furthering Lynx’s association with the notion of confidence,” said Pearson.

The launch of the New Zealand fragrance and campaign is a result of the performance of the Lynx Australia campaign, which reached more than 15 million people and generated nearly 11m views with an impressive organic view rate of 61%.

Markus Rehde, marketing director, personal care at Unilever, said, “The Lynx Australia campaign created a strong start to 2018 for Lynx and we look forward to seeing this success continue with the continuation of the story. As a brand, we have evolved to appeal to the humour of the modern young guy whilst maintaining our irreverent witty tone and delighting with fun in an authentic and local way.”

Lynx: Lynx New Zealand by Emotive

By Lynx

Overall Rating 5/5

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