Lynx, the male grooming brand sold by Unilever, is sold on the basis of sex appeal. Australian television viewers are being introduced by a new ‘sex appeal’ stunt: the launch of a fictitious airline. Seven airline hostesses walk towards us on the tarmac, each wearing yellow sunglasses. The voice over: “Imagine a level of comfort never experienced before in air travel”. We move to a shot of a sky bed, big enough for the a hostess to snuggle up to the sleeping male passenger. “With in-flight entertainment (Spanking, Hula Hoop and Pillow Fighting) that is second to none”.
Two hostesses stand on a revolving pad brawling with feather pillows. “And for our exclusive mile high club members luxury that other airlines can only dream of”. Men enjoy the spa, the massage table and the portable bar, with the personal attention of attentive stewardesses. Two pilots return their attention back to the flight deck. “Introducing the future of air travel. Lynx Jet”. We see the yellow underarm deodorant bottle flanked with two hostesses, the phrase, “Get on. Get off” and the web site www.lynxjet.com.
Click on the image below to play the Lynx Jet video in YouTube (HD)
Obviously the Lynx appeal is wearing off for Australian guys. Unilever, to up the ante on sex appeal, has decided the sky is the limit. In a spoof of Virgin’s approach to sexy flying we have the launch of Lynx Jet, linked with a TV ad first screened during the Australian World Cup Qualifier against Uruguay on Wednesday 16 November.
The press release from Unilever tells us that the Lynx Jet, a Boeing 717, will initially fly routes along Australia’s eastern seaboard and will be competitively priced against local carriers such as Jetstar and Virgin Blue. A frequent flyer programme – the Lynx Jet Mile High Club – is also planned.
“Lynx Jet” was a collaborative effort between Unilever and its Lynx communication agencies Lowe Hunt, Draft and Universal McCann. The airline’s launch is seen by Unilever management as a way of strengthening the brand’s relationship with its core young male target audience through unconventional media channels.
Lowe Hunt group managing director Ben Colman told Australian advertising magazine B&T that Lynx Jet reflects the trend for brands to create real world experiences “so people can have a sense of touch and feel of the brand in a unique Lynx sort of way”.
The lynxjet.com website went live on Sunday, enabling visitors to sign up in the Mile High club and try to book trips online. Of course all flights are booked out already.
Click on the image below to play the Hostess Webcam video in YouTube (HD)
Click on the image below to play the Mile High Club video in YouTube (HD)
Click on the image below to play the Demo video in YouTube (HD)
A commemorative special edition Lynx deodorant, called Lynx Jet, will soon be available on supermarket shelves to mark the arrival of the new airline. Aha! The product!
Lynx is the UK, Ireland, Australia and NZ version of Unilever’s ‘male grooming’ product Axe.
Postscript November 29
Unilever arranged to have one of Jetstar’s planes painted in the yellow colours of the Lynx campaign. Hostesses on the designated flights between Victoria and Queensland were not expected to dress or behave like the ‘mostesses’ in the Lynx TV ads. All the same, Jetstar has thought again and withdrawn from the deal. The plane has gone back to normal colours in the light of complaints from airline stewards, Jetstar marketing consultants and the general public.
The Lowe Hunt team included Adam Lance, Dejan Rasic, Simone Brandse, Howard Collinge, Michael Canning and Darren Bailey.
Music was composed by Kevin Kehoe and sound was designed by Paul Taylor at Sound Reservoir.
Post production, design and special effects were done at Postmodern Sydney.
Photography was by Stephen Stewart.
See my post on June 21, 2006, on the Grand Prix and Gold awards won by Lynx Jet at Cannes. LynxJet, Demo (instructions for removing a bra) and Blanket (a mostess solution to cold male passengers) won Bronze Lions in the Film section.