Unilever is promoting Lynx Shock and Lynx Vice shower gels in Australia with an interactive web site for the Lynx Anti Soap Squad (LASS), lynxantisoapsquad.com. A specialist unit called the LYNX Anti-Soap Squad (L.A.S.S.) have been formed to eradicate the foul habit of using soap and not shower gel, for the benefit of mankind – and womankind. “Males caught using soap will be prosecuted to the full extent of the law.”
Guys are invited to enter a competition for a trip to Los Angeles by dobbing in their mates, sending in a photograph to be posted on the wall of shame. The site includes a YouTube video of the LASS team in action. Needless to say the ad panders to the shower fantasies of young male adults.
The Lynx LASS campaign was developed at Lowe and Rivet, Sydney by executive creative director Dave Johnson, creative director Tom Markham, copywriters/art directors Simone Brandse and Milanka Novakovic, executive producer Richard de Nys, Flash designer Han Lee, head of interactive Mark Ashley-Wilson, developer Masami Iida, interactive designer Damian Simpkins, agency producer Lisa Cordukes.