Lynx Shows That You Can’t Keep a Good Scent Down

Perfume advertisements typically follow a formula: stunning landscapes, glamorous supermodels, and an aura of luxury, all intended to fuse notions of success and confidence with their fragrances. This approach is a staple among leading perfume and cologne brands, embodying the core values they wish to communicate. However, the repetition of these themes can eventually lead to a mundane sameness. How can a brand showcase the allure of their fragrance while also standing out from the crowd?

The solution? Introduce a dash of dark humor.

Lynx (known as Axe in the U.S.) took a bold step by setting their latest body spray ad at a funeral. The setting is unconventional: mourners appear overly affectionate towards the departed, hinting at something more beneath the surface. The narrative takes an unexpected turn when one mourner perhaps takes their admiration a bit too far, though the specifics are best left to the ad itself. This approach underlines that attraction isn’t one-dimensional. While familiar ads present the conventional, Lynx dares to venture into the unexpected, prompting viewers to rethink their perceptions. For those in search of a fragrance that leaves a lasting impression—quite literally beyond life—Lynx might just have the perfect scent.