Lynx Leans Into Black Comedy in Hilarious New Spots

Lynx has launched a new ad campaign that shows the true power of its fragrance through the use of black comedy.

One-minute spot "Robbery" is about a waiter recalling his experience with a robbery at the Britannia Inn.

During a flashback, a masked woman enters the inn with a hammer, threatening customers and asking them to get down on the floor.

"The robber came into the store and she wanted all of the money," the waiter recalls. 

The masked thief then asks the manager to get all the money out of the till until she bumps into the waiter, who comes out of the kitchen to serve a customer. 

 

 

 

 

 

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After the waiter puts his hands up, the robber removes her mask and starts sniffing him. 

"Jesus," she says. To which he responds, "No, my name is Ryan."

She then compliments Ryan's scent and lays on top of him when the cops arrive. 

The two take the cash from the manager and escape in the robber's car, ironically following the police mobile leaving the scene. 

The commercial ends with a product shot of Lynx Blue Lavender Fragrance and the campaign's tagline, "The Power of a Fragrance."

The second spot, "Funeral," is about an employee sharing what happened at a particular viewing.

"Maintaining respect and dignity at funerals is the prime objective. Today was a day like no other," he says.

As friends and family of a deceased loved one each get their opportunity to say goodbye one last time, they can't help but notice the irresistible scent coming from the coffin — so much so that one woman begins to lie down on top of the body.

"I fall in love with this dead body because he smells so good," she explains, as she embraces the dead man. 

When it was time to close the casket, several of the funeral attendees rushed to the platform, hoping to get one last sniff.

But it was the woman who eventually won, leaving the church with the coffin on her back.

The spot ends with a flashback of the man spraying on Lynx Blue Lavender right before his death.

Daring to be Funny Using Black Comedy

Made together with agency LOLA Mullen-Lowe and directed by Lionel Goldstein, Lynx's new campaign pushes the boundaries by taking dark humor to the next level.

"It takes a lot of courage and boldness for a client and agency today to give us the freedom to play with ideas," Goldstein shared.

"[I'm] very happy to be part of the new Lynx communication and films. The basics of the daring script and the humoristic level are our cup of tea!" he added.

LOLA Mullen-Lowe's Executive Creative Director Tomás Ostiglia also praised the brand for embracing the direction despite its uncanniness.

"We always say we want humor to come back, but few times do agencies and clients dare to do what needs to be done to put this into practice. This is one of those times. Bravo Lynx!"

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Editing by Katherine 'Makkie' Maclang