© Financial Times

Client: Lynx Excite
Agency: BBH London
Territory:
Latin America and Europe, with worldwide coverage to follow
Verdict:

In the Book of Isaiah, Lucifer was an angel whom God banished from heaven for disobedience. BBH London has reworked the biblical story to boost yet another variant of Unilever’s popular body spray, Lynx Excite.

The action takes place in a picturesque continental European town – think wooden-shuttered windows, bearded men in vests, washing strung between buildings. A host of attractive young female angels drop from the sky, lured, we discover by the pleasing whiff one local lad is giving off – courtesy of said body spray. Once they clap eyes on him and his moped, they defy the Almighty by wrenching their halos off. It all happens to a choral version of the band Air’s “Sexy Boy” track.

The suggestion is that Lynx Excite can even make goody-goody angels succumb. This fits in with the brand’s positioning: “Helping guys get ahead in the mating game.”

The ad, which is part of Excite’s multimedia marketing campaign, will go across TV, cinema, print, posters and online.

BBH has created Lynx’s mostly clever and funny TV ads since 1995. This one is just as sumptuous, though less overtly amusing. But then Lynx is hoping to appeal to a less boisterous youth this time round.

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