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Axe u-turns on bikini babes for the girl next door

Kiefer Sutherland from 24′s Jack Bauer is the new face of Axe (the international brand Lynx deodorant).


It’s a far cry from the ‘Lynx Effect’ series of ads which for the last few years has raunchily depicted bikini babes chasing after the lucky man who adorned himself with the magnetic scent.


Lynx of old; spray-on sex appeal. Image courtesy of advertlover.com.


The ad, from BBH New York, shows the view of Sutherland walking straight past a group of cheerleaders, the foray of Lynx’s past, to admire the girl of his dreams. The girl next door. ‘Susan Glenn’.



While a clear development of brand strategy, the ad seems designed to relate to the more mature male market, who’ve proved to be a strong force of demand for the adolescent-positioned scent.


How well they’ll manage both market segments under the same killer brand, without killing each other, time will tell.


Posted on July 17th, 2012

About Gemma Hayhurst

As lead creative, Gemma's expertise lies in brand development, print and packaging design. Her portfolio includes work on major accounts including WWF, Tesco, and the NHS.

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