Lynx Excite – My Angel Girlfriend Advert (BBH)

When the original Lynx Excite TV advert came out in February this year I fell in love with the movie style drama of it. I found the whole concept of the campaign fun and well executed. I felt the PR stunts and social media presence worked well to create a campaign people wanted to be involved in.

So you can imagine my excitement when I saw the next chapter of this campaign during the commercial break of X Factor (ITV) this Saturday!

This new 61s and shortened 30s adverts tell the humorous tale of what it is really like to date an angel. From wing feathers in sandwiches, to hogging the bathroom blow drying them in the mirror, it uses markers of everyday life both men and women can appeal to.

Whereas Lynx’s previous campaigns are more overtly sexualised (think back to this summer’s campaign for Premature Perspiration with Lucy Pinder) the Excite campaign still appeals to a young male audience but in a classier way. 

The first adverts felt more like a utopian time gone by in a picturesque European town (actually filmed in Croatia) that had been ambushed by angels. This new instalment however propels the concept into the modern day fits in better with the rest of the Lynx campaigns commenting on the nature of modern heterosexual relationships - or how men want them to be!

This has to be my favourite campaign of 2011!

Original full length advert released in Feburary 2011