Claire Beale in the Independent:
BEALE’S BEST IN SHOW LYNX
According to chavscum.co.uk, Lynx is the deodorant for a certain type of unrefined male. But boy, does it give good advertising; slick, sexy and the geek always gets the girl. No wonder most blokes love it.
Eagle-eyed surfers will already have stumbled across the spanking new Lynx digital ad by Dare. And no doubt they’ll be passing on the good news: this is absolutely true to the classy Lynx heritage, and then some. It’s a great example of how an ad on the web can take a brand proposition built on TV and really amplify it.
So we have the beautiful girl. Of course we do. Scantily clad. Naturally. Now blow into the microphone on your computer and she shivers and squirms. Oh, and some of her clothes fly off. The harder you blow, the more chance you have of getting to the full monty.
This is a superb idea. Forget all those digital ads that are interactive just because they can be; here, the interactivity is integral to the idea. It might not be the first website to have grown men breathing heavily over their computer screens, but I bet it’s the cleverest.