In a society where comedy frequently veers between being tame and being bold, Lynx has shown courage by choosing to embrace the latter. The trends in comedy have been erratic, but it seems like black humour is returning in big ways. Lynx, a brand well-known for its unique scents and daring advertising, has joined the trend with their most recent campaign. Two new advertisements that depict a botched heist and a funeral have been launched, and they have definitely made an effect.
The Funeral Advertisement: A Wit Masterclass
The first advertisement, which takes place in the customarily solemn setting of a funeral, contrasts the melancholy occasion with sharp dialogue and sardonic comedy. The advertisement humorously incorporates the notion that Lynx scents have a magnetic influence while taking a lighthearted approach to the idea of attraction. The melancholy backdrop contrasts with surprising humour in the visually arresting but compelling images, making for an unforgettable watching experience.
The Robbery Commercial: Laughter in the Strange
In the second advertisement, there is a botched heist. The ideal conditions for black humour are created when a serious event is unexpectedly paired with humorous results. The scent is positioned as a product that has the ability to unexpectedly affect situations, in typical Lynx flair. The commercial capitalises on the brand’s heritage of manipulating scent to pique interest while making viewers laugh at the ridiculousness of it all.
The History of Edgy Advertising by Lynx
For a long time, Lynx—also referred to as Axe in other markets—has used comedy in its advertising, frequently going against the grain and referencing current events. The campaign’s creative firm, Lola-MullenLowe, appears to have successfully captured Lynx’s brand language, staying true to the company’s history of edgy marketing.
Why It Succeeds?
These ads skillfully blend dark comedy, sharp language, and eye-catching imagery. The ad acknowledges the brand’s past while daringly taking on taboo topics. This ad presents a tale that perfectly complements Lynx’s image and reinforces its brand identity in an unforgettable way, all while selling a product.
Lynx has placed a daring wager on dark humour in a world when many companies play it safe, and it seems to be paying off.
Source:
https://www.mullenloweglobal.com/news/work/the-power-of-a-fragrance
