Lynx’s new darkly comic ads shine with crazy plots and unhinged performances

The brand’s Blue Lavender scent is irresistible in LOLA MullenLowe and Lionel Goldstein’s robbery and funeral spots

Published On
May 02, 2024
A woman holding a hammer and lying on top of a man

Editor's Pick

A lot of advertising comedy tries too hard and you can see the jokes coming a mile away. But two new comic spots from Lynx (the Unilever brand known as Axe in the U.S.) feel fresh with their farcical plots, unhinged performances and moments that veer into the amusingly uncomfortable.

The campaign—promoting Blue Lavender, a scent from Lynx’s new Fine Fragrance Collection—is from LOLA MullenLowe and directors Lionel Goldstein (the Belgian duo of Koen Mortier and Joe Vanhoutteghem).

First check out the “Robbery” spot, in which a clearly amateur thief almost pulls off a heist at a rural inn, before getting totally derailed.

 

There are so many fun lines and weird twists in the 80 seconds, and the whole thing feels fully formed and unexpected, not manufactured.

The second spot, “Funeral,” is more classically subversive, as we see mourners weeping yet fawning over a corpse—for all the wrong reasons—at a memorial service.

 

The woman awkwardly carrying the coffin out to her car is a funny way to extend the gag, and the final scene is a nice bit of nonlinear storytelling.

Tomás Ostiglia, executive creative director at LOLA MullenLowe, said the agency came up with about 10 ideas around the concept of “The Power of a Fragrance.” They chose three ideas to film—the third spot will be coming later.

“We believed these ideas were the strongest and because they gave us a chance to play with humor centered around actors, something we felt the brand needed to bring back and not just the brand,” Ostiglia told Ad Age. “This kind of humor is something the whole industry needs. It is time not to take ourselves too seriously and be more self-deprecating. It is time for humor to be funny again.”

The spot also “directly addressed the product’s benefit, something the brand hadn’t been doing directly for quite some time,” he added. “This new collection also smells really good, so we wondered, why not celebrate its primary value?” 

“It takes a lot of courage and boldness for a client and agency today to give us freedom to play with the ideas,” said Lionel Goldstein. “Lionel is very happy to be part of the new Lynx communication and films. The basics of the daring script and the humoristic level are our cup of tea!”

The campaign is breaking cinemas and online across the U.K. and Turkey, as well as in Latin American countries including Mexico, Argentina and Uruguay.

Credits

Date
May 02, 2024
Client :
Lynx
Agency :
Lola MullenLowe
Client Team :
Caroline Gregory
Client Team :
Matthew Yocum
Client Regional Producer :
Attilio Gianfrancesco
Client Regional Producer :
Lorraine Warner
Lead :
Federico Duberti
Executive Creative Director :
Tomás Ostiglia
Creative Director :
Jorge Zacher
Creative Director :
Dante Zamboni
Creative Team :
Augusto Callegari
Creative Team :
Pedro Mezzini
Creative Team :
Lucia Villalva
Creative Team :
Corina Martínez Panés
Account Team :
Oscar Fernandez Baca
Agency Producer :
Felipe Calvino
Production :
CZAR.BE
Director :
Lionel Goldstein
Executive Producer :
Eurydice Gysel
Producer :
Lander Engels
DOP :
Grimm Vandekerckhove
Set Designer :
Pepijn Van Looy
Casting :
Sasha Robertson Casting
Editor :
Manu van Hove
Grading :
Olivier Ogneux
Online Graphics :
Dries Derycke
Post Production :
CZAR.BE
Post Producer :
Bieke De Keersmaecker
Sound & Mix :
Senstudio

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