Unlike their previous fragrance commercials, the Lynx ‘Instinct’ body spray ad (so you can ‘Unleash the Man Leather’) is one that won’t have parents scrambling for the remote to change channels to protect their children from naughtiness.
The Lynx (Axe) ‘Instinct’ body fragrance commercial features three sexy Claymation cavewomen who are led by an unpleasing odor to three cavemen sleeping. Events take place that lead to a rock dropping and cracking open which holds Lynx ‘Instinct.’ One of the cavemen sprays himself with the Lynx body spray, becomes uber-cool and the women begin "ahhhing."
There are also two websites set up to accompany Lynx/Axe 'Instinct.' One is ‘The Lynx Effect’ and the other is ’Unleash The Man Leather‘ where you can have fun doing a roar off and protecting a sultry cavebabe from falling rocks.,
Credits for this refreshingly, non-naughty ‘Instinct’ body spray by Lynx commercial go to London’s BBH advertising, creative directors Rosie Arnold and Johan Tesch, art director Adam Thompson, copywriters Dan Glover-James, agency producer Georgina Kent, director Mike Mort, and music artist Cody Chestnut for the song "Look Good in Leather."
Caveman Scentvertising
Lynx 'Instinct' Ad Captures Prehistoric Women on the Prowl
Trend Themes
1. Scentvertising - Expect an increase in the creation of ads that incorporate compelling fragrances to engage audiences.
2. Claymation Advertising - As stop-motion animation continues to show promise in engaging audiences, advertisers will leverage this medium to create captivating campaigns.
3. Interactive Advertising Campaigns - The Lynx (Axe) 'Instinct' campaign showcased the potential of interactive advertising campaigns, and this is likely to be an area of focus for advertisers.
Industry Implications
1. Fragrance Industry - Fragrance makers are better positioned to leverage scentvertising by partnering with advertisers and marketers to produce ads that are memorable and effective.
2. Advertising Industry - Incorporating more interactive technologies to promotional campaigns is an excellent opportunity for advertisers to create captivating ads.
3. Animation Studios - Stop-motion animation is another remarkable disruptive innovation that more advertisers should utilize to produces commercials that connect with audiences on an emotional level.