Girls Look Hot Wet Guys Don’t

Unilever is promoting Lynx Dry antiperspirant in Australia with an integrated advertising campaign, including television commercials and an interactive site with the message, “Girls Look Hot Wet. Guys Don’t”. The campaign capitalises on two sets of emotions associated with seeing women in wet clothing and being rejected because of sweaty clothes. The Lynx Effect site provides men with the lure of slow motion footage of girls getting saturated, linked with their efforts to keep the guy dry.

Lynx Dry Girls Look Hot Wet Guys Don't site


The Girls Look Hot Wet Guys Don’t TV campaign was developed at Generator United, Sydney , by producer/account manager Darren Bailey and creative Robin Feiner.

Filming was shot by director Nick Robertson via Plaza Films with producer Kim Kirby, director of photography Earle Dresner. Editor was Danny Tait. Post production was done at Cutting Edge, Sydney. Music and sound were mixed at Moxi Sound by Bart Elsmore and Mike Ross. Sound was produced at Sound Reservoir. Photographer was Brett Odgers. Casting was by Toni Higginbotham Casting.

The interactive campaign was developed at Soap Creative by creative director Brad Eldridge, copywriter Alex Bodman, developers Jim Boswell and Mark Fennell, producers Alice Le and Josh Hunt.