The contention here is that tattoos can be an essential part of a man’s life, and the canvas of his skin opens a window into a unique narrative. It could very well be about catching peoples’ eyes, starting a conversation or, in a classic sense, a profession of love or attraction.
Regardless, the three ads are a clever way to tell the story of romantic connection, the pitfalls of dating app culture and, in the case of an owl, what one does to impress a potential partner. The spots are short, but pack enough punch to make a quirky point and fit well within the brand’s playful style.
“The tattoos needed their own personality. Instead of scripts, we had springboard ideas. Then used controlled improvisation and interviews to land the idea,” said Adam Koppel, 72andSunny Amsterdam creative director.
The campaign supports the launch of Lynx Ink, a shower gel and an aftercare product to keep tattoos bright.
“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,” said Caroline Gregory, Lynx/Unilever brand director. “We want to keep those amazing stories alive and bright.”
There will be six-second cut-downs of the ads, which started airing today in the U.K. on social with further runs on VOD.
Caroline Gregory, Brand Director
Chiara Grillo, Brand Manager
Inês Rodrigues, Assistant Brand Manager
Creative Agency: 72andSunny Amsterdam
Director: Andy McLeod
Production Company: Rattling Stick
Editorial: Stitch Editing UK
Sound Design Company: Wave UK, Wave AMS
Post/VFX Company: NO.8 London