Lynx is having fun dismantling its laddy image, with the ad for its Black range last year a particular highlight.
Unilever is continuing to redefine the brand with a kind of male version of its ‘Campaign for Real Beauty’ push for Dove. ‘Find Your Magic’ starts with a shot of a fake ad featuring a hunky six-pack… but a cool American voiceover pours scorn. “Who needs a six-pack when you’ve got the nose?” it asks, as the shot reveals a confident young fella with a prominent hooter.
A list of other unlikely (often lady-impressing) attributes is revealed - sharp suits, activism, dancing in high heels, being into books… What it all boils down to is this: “Who needs some other thing when you’ve got your thing?” What a great message.