LYNX Taps into Dark Humor for ‘The Power of Fragrance’

LYNX, a French deodorant brand, has taken humor to a whole new level with creative agency Mullen Lowe and writer Lionel Goldenstein for its latest campaign ‘The Power of Fragrance’. Goldenstein has spun his words – a blend of absurd, melancholic and comedy, but maintains a sense of believability and relevance.

Tomas Ostiglia, ECD at LOLA Mullen-Lowe, said they 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!”

The campaign ‘The Power of Fragrance’ is made up of short films Robbery and Funeral. Robbery features a woman who impulsively attempts to rob a roadside café, only for the scent of LYNX Blue Lavender fragrance to lead to an unexpected twist. A similar scenario unfolds in the Funeral, a somber scene where the fragrance of the deceased guy sets off an entirely unforeseeable chain of events.

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Nandika Chand