The Lynx Effect is back
Reclaiming the wooing whiff from its 90s laddy past, Henry Scholfield's kinetic spot sees the scent pick up all kinds of admirers.
Credits
powered by
- Agency The Martin Agency/London
- Production Company Reset
- Director Henry Scholfield
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Credits
powered by
- Agency The Martin Agency/London
- Production Company Reset
- Director Henry Scholfield
- Producer Lole Ramirez
- Editor Joe Guest
- Assistant Editor Leah Burton
- Executive Producer Michelle Corney
- 3D VFX Lead Dean Robinson
- Audio Post String and Tins
- Music Big Sync Music
- Chief Creative Officer Danny Robinson
- Executive Creative Director Ashley Marshall
- Creative Director Mik Manulik
- Senior Copywriter Dave Ashton
- Senior Art Director Rahim Masunu
- Copywriter Eleanor Fialk
- Senior Content Producer Adrienne Daniel
- DP Carlos Ritter
- Executive Producer Jen Beitler
- Producer Javier Alejandro
- Production Manager Daphne Do
- Art Director Andrea Batllo
- VFX Supervisor Ivan Lopez Nunez
- 2D VFX Lead Alex Snookes
- VFX Producer Antonia Vlasto
- Colorist Luke Morrison
- Sound Designer Adam Smyth
- Producer Laura-Leigh Smith
Credits
powered by
- Agency The Martin Agency/London
- Production Company Reset
- Director Henry Scholfield
- Producer Lole Ramirez
- Editor Joe Guest
- Assistant Editor Leah Burton
- Executive Producer Michelle Corney
- 3D VFX Lead Dean Robinson
- Audio Post String and Tins
- Music Big Sync Music
- Chief Creative Officer Danny Robinson
- Executive Creative Director Ashley Marshall
- Creative Director Mik Manulik
- Senior Copywriter Dave Ashton
- Senior Art Director Rahim Masunu
- Copywriter Eleanor Fialk
- Senior Content Producer Adrienne Daniel
- DP Carlos Ritter
- Executive Producer Jen Beitler
- Producer Javier Alejandro
- Production Manager Daphne Do
- Art Director Andrea Batllo
- VFX Supervisor Ivan Lopez Nunez
- 2D VFX Lead Alex Snookes
- VFX Producer Antonia Vlasto
- Colorist Luke Morrison
- Sound Designer Adam Smyth
- Producer Laura-Leigh Smith
The Lynx Effect, one of the quintessential 90s UK advertising phenomenons, saw unassuming men spray on a hefty dose of deodorant onto their underdeveloped bodies and suddenly Don Juan the surrounding bevvy of overwhelmed women.
That... doesn't play so well nowadays, so The Martin Agency and RESET's Henry Scholfield are bringing The New Lynx Effect firmly into the 2020s with a swagger-filled, Gen-Z-targetted commercial.
Backed by a track by British rapper and grime sensation Aitch, the film sees our unusually charming protagonist strut through his manor, whilst bumping into familiar [to some] faces such as YouTube giant, Calfreezy, selling hotdogs in the street, world heavyweight boxing champion Anthony Joshua, walking by with his cockerpoo, and rap battle sensation, Chunkz, taking the wheel as a bus driver.
Filled with fun touches, Scholfield's trademark camera-flying wit and a much more appealing take on the 'effect', this sweet-smelling take on an ad land classic is easy on the nose.
