The Axe 'Lynx' Shower Commercial Attempts to Break a World Record
The ad continues Guinness' image as a company committed to creating ads that unabashedly appeal to sexual desire, and do so in a light-hearted manner. In the ad, we see one lucky man as he is surrounded by over 150 women in a beach shower. The water rains down on him and the girls go wild, with a bottle of Axe 'Lynx' prominent in the background. The Axe 'Lynx' shower ad is intriguing because of the sheer mass of models, all stunning in their own right. There's an extended running scene that looks like something out of "Baywatch," and the ad does a good job of keeping the humor level high.
Check out the video to view a piece of unusual history.
Implications - In a day and age where conventional marketing has been weakened by the sheer glut of ads consumers face daily, one of the most important forms of advertising is viral marketing. A company can capitalize on this by creating ads that use regular, every day people and feature them engaging in elaborate stunts (flash mobs, hidden camera surprise ads). This establishes the company as an avant-garde one, and one with its finger on the pulse of contemporary pop culture.