Lynx Ink Shower Gel: Nice idea, shame about execution

lynxWith an estimated virtually everyone in the world now having tattoos, Unilever is aiming to show just how “relevant” its Lynx brand is with a new campaign pushing its Ink Shower Gel, an aftercare product designed to keep those tatts nice and bright.
Over three films, devised by 72andSunny Amsterdam, skin art comes to life. According to the blurb, “tattoos are an essential part of guys’ lives – and part of what makes them attractive to others. They might be eye catchers, conversation starters, or love tokens – but they always tell a story about a guy being into something – or someone. At its heart, the idea is about bringing those stories to life. Quite literally”.
During the films, the tattoos tell stories about attraction. From the owl with a fear of heights who ends up skydiving to impress a girl, to a tiger lamenting the jungle of dating in the smartphone era. Each film ends with the tattoo in the shower, being lathered up with Lynx’s Ink Shower Gel.
The campaign breaks in the UK this week across social media, with video-on-demand to follow.
Lynx brand director Caroline Gregory said: “Tattoos play such a big role in guys’ lives, but so far there hasn’t been a lot you can do to keep your ink as fresh as on day one. We want to keep those amazing stories alive and bright.”
So what is the consensus around the Decision Marketing office? Will all the guys be rushing out to grab a bottle of Lynx’s Ink Shower Gel to keep their tatts as fresh as a daisy? Will they actually believe Unilever’s claims that a simple shower gel can add sparkle?
Er, possibly not as the only ink in this office is in the printer, and that is nearly always empty anyway…But, of course, we do know many, many people with tattoos, so we asked them what they thought, too.
To be honest, they weren’t too impressed, as is the case with most social media ads, they are simply too short and therefore cannot really tell any sort of story without bashing you over the head with it. Don’t get us wrong, it is quite a clever idea, it’s just that the execution is not the best.
But don’t just take our word for it, check out the ads for yourself>

Decision Marketing Adometer: 5 out of 10

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