Sharp Focus campaign for Lynx Dry
I couldn’t work out if I liked this one or not. It’s extremely arresting, in a weird way and it sticks with the overall Lynx brand strategically, it’s still about men pulling women by being compelling and attractive rather than sweaty, weird mingers – like that bloke! It’s a clever angle to take on the sweating issue – it’s extreme. I quite like the idea of taking this issue out of all proportions because it is human, people relate to it, as they do with attracting the opposite sex. I think the initial awkwardness coupled with Lynx’s remedy is a fantastic contrast. It’s about making the problem bigger to make the solution bigger and it works wonders for the Lynx brand. Despite my initial skin-crawling reservations, this one is a bit of a winner!