Tears all round for Lynx’s new version of maledom

Time was when Unilever’s Lynx (Axe in some places) used to promote itself by showing winsome angels (female) reaching the male parts other extra-terrestrials could not.

Things have moved on though and in place of BBH’s rather wonderful TV campaign we have a number of initiatives empowering men including this extraordinary offering from TMW Unlimited ‘Men in Progress.’

This one says, in effect, it’s good to cry. But WTF has that to do with deodorant?

Good question.

But for asking it you’re banished to the netherworld of insensitive loutish maledom. A Unilever-free zone one hopes.

MAA creative scale: complete tosh – 2.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.