Lynx Explores The Untapped Potential of Mondays in Australian Spot

New Campaign Is Less About Dating, More About Confidence

Published on Jul 24, 2014

Editor's Pick

Unilever's Lynx (or Axe) takes a slightly different tack from its usual dating-and-mating themed advertising (the latest being Soulmates) in this campaign for the Australian market. The campaign, by BBH London and adapted by Soap Creative for the local market, is all about "owning" dull days of the week -- Mondays and Wednesdays -- and facing the world with confidence. Directed by Riff Raff Films' Jonas Euveremer and Francois Rousselet, the two spots are done a tongue-in-cheek, blockbuster style with some comedy moments. The ads break on TV and in cinema, in line with a relaunched packaging design for the Lynx fragrance, shower gel and anti-perspirant range.

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Jul 24, 2014
BBH London
Lynx (Australia)
Production Company:
Riff Raff Films
Jonas Euveremer
Francois Rousselet
Soap Creative

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