UK – Lynx’s humorous, down-to-earth series of ads feature a man shaving various body parts.
According to Unilever, the ads were created in response to an increase in men searching for body shaving tutorials online. While many online tutorials feature macho male models, the team at 72&Sunny cast an approachable British actor that men could relate to.
The ads feature Lynx’s Shower & Shave range of products, using the internet phenomenon of autonomous sensory meridian response (ASMR) to bring the shaving routine to life. According to creative director Gregg Clampffer, the videos were intended to be tongue-in-cheek: ‘We’re trying to lighten the tone a little bit. Maybe toxic masculinity doesn’t need a lecture. Maybe it needs a laugh. We’re talking to 15-year-old kids. You have to do something a little bit different and you don’t have to petrify them.’
In today’s climate, where the pros and cons of masculinity continue to be a topic of debate, advertisers must embrace more relevant representations of the male physique and take into consideration how men are rethinking their approach to shaving.