Want to stand out from the crowd? Lynx says to play it cool.
Lynx has taken a new global brand approach for the release of Lynx Black - a refined suite of grooming products with a more subtle fragrance.
Rather than its usual bold style, the campaign promotes an “understated approach” as an antidote to a big, brash world.
The creative, from BBH London, consists of a 30-second spot running across free to air and pay TV, with an extended 60-second cut supported across YouTube.
It also marks the launch of the brand’s first music video, which features a a stripped back version of Guns n' Roses soundtrack “Welcome to the Jungle” by Novo Amor.
BBH team manager Fiona Barnett said the shoot was one of the largest undertaken by the brand.
“There were around 400 cast members across two countries, horses, fire breathers, and cars on their sides,” Barnett said.
“All in all, a massive endeavour – effectively creating an overstated world in order to show the benefit of understatement.”
Unilever marketing director Jon McCarthy said the launch marks the biggest change in the brand's direction to date.
“Lynx consistently delivers products and campaigns that speaks to the modern men of today and Lynx Black was developed as a direct response to the growing trend in a more refined approach to style and grooming,” McCarthy said.
“The campaign materials not only deliver this in a clever way, but with a strong stamp of Lynx's personality.”
The campaign will also be supported by digital, social media and a PR campaign in April and May with “further announcements to come”.
