Now Lynx asks young men to join boxing brotherhood

Unilever is launching the Lynx Gold Brotherhood, an opportunity for Lynx wearers (and others presumably) to win Lynx-related prizes including a training session with new Lynx front man heavyweight champ Anthony Joshua. Joshua defends his titles soon so he’d better win.

Lynx, Axe in some markets, is a famously naff range for testosterone-packed teenies and BBH got the balance right in its long-running campaign featuring impossibly sexy and stylish objects of lads’ attention. Hard to get away with that these days, shame.

This campaign’s by CSM which is part of VCCP.

Does the job fine. Certainly makes more sense than some of Lynx’s other post-BBH offerings. Will it work? We’ll see.

MAA creative scale: 6.

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