If you’ve ever wondered how best to shave your balls, chest or legs, Lynx is here to help. Even if you aren’t “shave curious,” these four-minute films are worth watching for the entertainment value.
A pale, ginger, almost-lovable spokesman strips off to demonstrate his shaving skills. Autonomous Sensory Meridian Response – a popular YouTube phenomenon which amplifies calming sounds to relax you and “massage” your brain – is used to enhance every sound created during the process.
Here the aural effect is more like nails on a blackboard, but the campaign is a great example of the “Find your magic” positioning and a million miles from anything Gillette has done, past or present.
Caroline Gregory, global brand director at Unilever, said: “Axe wants to inspire shave curious guys with our shower and shave foam, to have fun, explore and ultimately push boundaries when it comes to liberating guys to be themselves.”
Gregg Clampffer, creative director at 72andSunny Amsterdam, said: “I have never shaved anything but my face. Maybe my feet once, but I didn’t tell anyone about that. I think this campaign shows that guys today don’t have to be buff, or swim, or bike or have an excuse to shave themselves. They can just be regular dudes who like the comfort of being cleanly shaven on all different kinds of body parts.”
MAA creative scale: 9