A darling "advert" a.k.a. commercial with aK accent for Lynx deodorant, Axe's British-brand cousin, tells the story of how the first metro was created, and encourages the modern man to "Unleash the Man Leather". Think of it as "Metro Begins".
Lynx took the marketing a step further, and published a study that showed men who used Lynx deodorant were seen as more attractive by females than men who used a "placebo" deodorant with no fragrance. But it was not a smell test!
A statistically significant proportion of the women found Lynx-wearing men more attractive than their non-deodorized peers when they watched 15-second videos the men made describing themselves. The women also rated photos taken of the men.
The test group of 35 heterosexual men in their 20s were were given either an unmarked can of Lynx deodorant or a placebo with no fragrance. They were asked not to bathe for 48 hours, after which they were filmed and photographed.
Key lesson learned? Self confidence = the sexiest scent of all!
Full Credits
Client: Unilever
Agency: BBH, London
Creative Director: Rosie Arnold, Johan Tesch
Production Company: Passion Productions
Director: Mike Mort
Music Artist: Cody Chestnut
Song: Look Good in Leather
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