Thread by @unclebernbach

20 adverts that made the “Axe/Lynx Effect” famous. A thread.

The values are clearly outdated, however it’s undeniable that the “Lynx Effect” was a powerful long term comms platform for Axe/Lynx in the 90s & 2000s
(Lowe Brussels/2003)

The “Axe/Lynx Effect” was born when Unilever realised that the brand's men's body spray had lost their appeal. In 1995, a decision was made to move the account to BBH London.
(BBH London/1999)

(Lintas Poland/1999)

(BBH London/1998)

One of the first campaign executions with the new positioning was called “Dream Date” and it featured Jennifer Aniston at the height of her fame from Friends.
(BBH London / 1997)

(Lowe Lintas & Partners, Brazil/2000)

The “Lynx Effect” was a global campaign, but it was @BBHblacksheep that pushed most to the boundaries of the strategic proposition and did most of the famous work for the brand during this phase.
(BBH London/2005)

(Ammirati Puris Lintas, Netherlands/1999)

The ‘Lynx Effect’ ads were mainly targeted to 15-25 yo males. The adverts portraits confidence as the aspirational attribute for the audience, which the product provides.
The solution is then dramatised to the extreme in the adverts.
(GingKo Lower & Partners, Uruguay/2002)

(BBH Singapore/2003)

A lot of ads were created by Rosie Arnold at BBH London. “One of the nice things about taking over an account aimed at young boys was that I managed to temper the approach, I think; bring more of a female perspective to it.” she said.
(BBH London/2000)

(BBH London/2006)

“Billions” is one of the most adverts made for the “Lynx Effect” campaign. Not surprisingly, it’s one of the most controversial one as well.
(BBH London / 2006)

(VegaOlmoSponce/2000)

(Lowe Lintas & Partners, Brazil/2000)

(BBH Singapore/2003)

“Sporty Girl” was a film develop for the Lynx shower gel line of products highlighting how the product helps you keep the girl you love. The writing on this ad is so good.
(BBH London / 2013)

(BBH London/2001)

(BBH NY/2003)

(Lowe Bull/2004)

A lot more interesting Axe/Lynx adverts can be found in this link:
thisisnotadvertising.wordpress.com/tag/lowe-hunt/