By this stage most people have seen the Lynx Peace advert. Released in January, this is the one which begins with a montage of various war-like scenes. A dictator marches down a corridor, flanked by henchmen; a tank runs over a baby doll, and helicopters fly ominously over rice paddies. The whole thing has the feel of a modern, emotive war film – The Hurt Locker, perhaps, or Schindler’s List – with sombre music to match.

Lynx Peace Collection

However, there’s a plot twist. A tank commander, about to shoot a civilian woman, changes his mind and opens the hatch. It transpires that the pair actually know each other, and they go on to hug atop the gun turret. Similar scenes emerge throughout – the dictator’s big red button does nothing more than to launch a firework display, and a soldier leaves his helicopter, drops his gun into the mud and kisses his Vietnamese girlfriend.

“Ah, clever,” we viewers thought to ourselves, “Stop the War Coalition have really surpassed themselves this time.” For this surely had to be the work of some anti-war peace organisation, didn’t it?

But wait – why is the dictator spraying himself with deodorant? What’s that got to with bringing peace to the world?

It’s at this point, of course, that viewers realise the advert is not, in fact, a call for donations, but instead a call for people to buy Lynx products.

However, it’s not just a marketing ploy (although this is, of course, one aspect). For instance, the advertisement ends with the logo of a charity named ‘Peace One Day.’ This organisation, which has been around for just over a decade, has a rather simple goal: ‘to institutionalise the International Day of Peace, 21 September, making it a day that is self-sustaining, an annual day of global unity, a day of intercultural cooperation on a scale that humanity has never known.’


And whilst this isn’t a case of ‘buy some Lynx and we’ll donate a percentage of the price,’ the advertisement nonetheless does raise awareness of the charity, and of the pursuit of peace in general and, as POD founder Jeremy Gilley has stated, “awareness of peace is everything.”

This link with the charity, though, is just one aspect of a campaign for peace which Lynx has named (originally) ‘Make Love Not War.’ In addition there’s also going to be a music track (to be released at a later date) along with a limited edition range of peace-themed t-shirts sold through Asos. Furthermore, there’s also an opportunity for Instagrammers to post photographs of what peace means to them for the chance of being included in an exhibition this summer.

And this is in addition, of course, to the Peace range itself, which is made up of body spray, deodorant, shower gel, 2-in-1 shampoo, styling gel, and hair cream. All of these feature the new ‘Peace’ scent although the description is amazingly enigmatic: “Fresh yet warm, powerful yet subtle, rough yet gentle.” Ah, yes, now I know exactly what it smells like.

The range also coincides with the introduction of Lynx’s new ‘compressed cans’, which are half the size of an ordinary spray can but last just as long, and we use them ALOT in the office.

Overall, an entertaining advert and campaign, even if the idea of Kim Jong-un spraying himself with Lynx and turning into Casanova does seem a bit far-fetched.



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