U.K.-based The Viral Factory, perhaps best known for the racy Trojan Games campaign (trojangames.com
), is up to its outrageous sexcapades again, this time in a viral for Lynx deodorant spray. Launched last week, the
news-style short directed by Outsider’s James Rouse in conjunction with the VF, documents what happens when not just a bare-chested guy but the entire
babe-deprived town of Ravenstoke, Alaska gets crop-dusted with the apparently libido-rousing deodorant. “Axe is all about the human mating game and they’ve
got a current campaign in Europe ‘Spray more, get more,’ -use more and you will receive more benefits,” explains VF creative director Ed Robinson of the
film’s jumping off point. The hotties flock to Ravenstoke’s manly men in swarms, of course, but what happens to the rest of the “locals” is even better.