Master has to do a three-day “quickie” to the West Coast and back. she knows that His time on the ground is going to be stressful, so here’s hoping His flights are quite remarkable.
Lynx, the male grooming brand sold by Unilever, is sold on the basis of sex appeal. Lynx is the UK, Ireland, Australia and NZ version of Unilever’s ‘male grooming’ product Axe.
In 2005, the Australian television viewers were 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”.
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.
Despite the mixed reception from the wider Australian public, the target audience, young single men between the ages of 18 and 25, bought into the concept. Sales of Lynx Body Spray grew by 20 percent in four weeks to take an 84.2 percent share of the Australian market.
Unilever arranged to have one of Jetstar’s planes painted in the yellow colors 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 thought again and withdrew from the deal. The plane went back to normal colors in the light of complaints from airline stewards, Jetstar marketing consultants and the public.
Team included Adam Lance, Dejan Rasic, Simone Brandse, Howard Collinge, Michael Canning and Darren Bailey.
Filming: Nicholas Reynolds via Plaza Films
Producer, Cathy Rechichi
Director of photography, Daniel Ardilley
Editing, The Tait Gallery by Danny Tait.
Music, composed by Kevin Kehoe
Sound Design, Paul Taylor at Sound Reservoir.
Post production, design and special effects, Postmodern Sydney.
Photography, Stephen Stewart
dievca just had to laugh and say, “Know your target audience”, apparently they did.