Advert Pitch 2017

By Alex Damon and Josh Thomas

S
 Alex Idea

A man sprays on Lynx at a zoo for example

at Longleat and transforms into a Lynx cat
animal. This makes it a surreal advert.
Possible close ups of the man's family
looking shocked for what he has turned out
to be.
 Josh Idea

An idea which sees having an advert

that portrays males transforming to
be an attractive character. Josh also
wanted to imply how the women
would see the male once he has
applied the deodorant.
 The Idea Alex

The new idea would still feature the idea of having the
elderly women following this one 'irresistible' elderly man,
after applying on Lynx, but now we are going to feature even
more variety, by adding in a different variety of women.
Following after the elderly women, would be the women
carers of the care home itself, and right at the back to
achieve the advert's punchline, we are going to feature an
'sexy' younger woman. By including this stereotypical driven
character, we knew then the target audience for our advert
are ought to find her attractive.
Primary
Josh
Primary
Primary
 Branding Secondary Alex

Lynx is the name of the brand in the UK, Ireland, Australia, New
Zealand and China. Whereas in France Lynx is called AXE and in
South Africa, labelled as EGO. Lynx aims to target a younger male
audience. The implication of makingsurrealistadverts is to make the
target audience attractive to females. The adverts make the target
audience appear attractive when they imply on Lynx. This makes the
target audience want to purchase this particular deodorant due to
what the advert was implying. Lynx are selling the idea that if you
purchase their product females are going to be attracted to you. As
wellthey released a product for females and males. They made Lynx
Attract for both males and females. Within the advert you see males
and females being attracted toone another. Within the Lynx cans
they feature a scratch mark. This is because Lynx is also the name of
a wild cat. The latest adverts show both diversity and how we are
different. In the most recent adverts Lynx celebrate the differences
every individual have. In the adverts they entail people
ofseparateethnicities and sexualities. This ties in with Lynx's aim of
advertising diversity within the adverts they produce.
Sales Figures
Secondary Josh

In Australia, Lynx entailed a 34.8% market share in

2010. The deodorant market is estimated $201.3million
in Australia. 2015 saw that figure divert down to 14.7%.
However Lynx remains as the market leader. The Lynx
brand were labelled as being estimated at cost of being
worth $80 million in 2000. 50% of all 11 to 24 year olds
apply a Lynx product at least once a week.
Unique Selling
Point
Secondary Alex

Features no difference from the Lynx product and any other

body spray. However in the Lynx adverts they display the
body spray making males attractive to females. The advert
is seen as being very unique as there are no adverts like it.
Within adverts that include large crowds of women chasing a
man. This hasn't been seen before. The advert promotes
heterosexuality and features no homosexual etc. In the
advert itportraysthe man as anindividualwho is powerful
and women as being less powerful. This isbecause the
women are hypnotized by the scent of Lynx. Lynx adverts as
well bring out a sexist side.
Product Range
Secondary Josh

Lynx features anumerousproduct range. They'recommonlyknown for their

deodorants and body sprays. They are a product which come
inacombination ofseparatescents. For example, Lynx Africa, Lynx Black,
Lynx Peace, Lynx Apollo, Lynx Dark Temptation etc. Lynx as well have gone
about, creating a combination of different styling products. These feature
Adrenaline Super Hold Cream Gel, Urban Messy Look Flexible Paste, Natural
Look Styling Clay etc. They have also brought out shampoos and conditioners
which imply thecorresponding scent as the Lynx bodysprays. These entail
Black Shampoo, Peace Shampoo and Boost Shampoo. They have also
produced a range of 2 in 1 shampoos and conditioners and fragrances that
also have the same scents as the bodysprays. Examples of these products
include Africa Aftershave, Dark Temptation Aftershave,Adrenaline Daily
Fragrance and Urban Daily Fragrance. Lynx have also produced
anumerouslist of body wash products which also entail the same scents as
the body sprays. Product examples include Black Shower Gel, Apollo Shower
Gel, Africa Shower Gel, Peace Shower Gel and more. Lynx has a wide range of
cosmetic products. These go from shampoos and shower gels to body sprays
and styling gels.
 Secondary
Rival Products Alex

Lynx entails a massive range of rival products for the male

body spray market which is seen as being ever growing.
The main rivals for Lynx entail Right Guard, Nivea Men,
Sure Men, Dove and, Adidas Body Spray.Rival companies
like Nivea andRight Guard are seen for their male
products, because they include a big range of products
like Lynx that makes them strong rivals.
 Production Research
Budget

Josh
No budget required, as we are borrowing equipment.

Schedule Alex
We know within our time scale, we have to fit in our 'advert
pitch' on the 6th February, but we haven't had the
assignment where pre production, production and post
production comes in, so when that time comes around we will
produce a finalized schedule to stick too.
 Production Research
Technical Resources Required
Josh
Within our advert, we need to include a couple of elderly actors.
These come as I have the advantage of working part time in my
local care home. By having this benefit, it enables us to ask the
residents whether they would like to take part or not in our advert.
We shall ask both a male elderly man for the main character and
quite a couple of elderly female characters to follow after the main
character. Few female care workers too. Further characters include
me having to ask around for a couple of male characters, for the
role of sitting in their chair giving it the jealous looks. As well as just
the characters, we also need to gain the relevant permission to use
both the characters and location to shoot the advert.

We will need a Lynx product to advertise in the advert. In the

advert we plan to use a Lynx body spray to promote.Other
resources include walking sticks, wheelchairs and Zimmer frames,
for the benefit of having that elderly people look. A couple of these
actor might already own these items for personal use in and around
the home.
 Production Research
Legal and Ethical Issues Alex

Our advert sees a couple of ethical issues. For example it may be seen as an offensive
outlook on the elderly. It could possibly appear to be humorousto watch for our target
audience (teens and young adults 16 to 24 years old) but again it may be seen as
offensive for the elderly. Other ethical problems can be doing what Lynx do often.
Seeing adverts which include sides of sexism. The featured women are seen chasing
after the man. It has never been the opposite way round. This then gets classed as
being sexist, however that is the brand of Lynx. Lynx is intendedto get you the girl. Lynx
has been advertised to ensure you become attractive once the product gets applied. We
couldn't create it less sexist as this is the brand of Lynx. As well the advert shall be
promoting heterosexuality. It would portrayfemales as attracted to the man that has
applied the spray. It doesn't present males being attracted which seems like Lynx does
not support homosexuality. To get over this matter there is the possibilityof implying
males who are attracted to the man. However this could provide the wrong idea about
the product. Heterosexuals may not like the idea of homosexual males being attracted
to them. It is our responsibilityto gain permission to film the actors. If we don't we have
to live up with the possibilityof getting in trouble on a legal matter.

When looking at the ASA it come under 30.5. You shouldnt discriminate against age.
Conclusion
Josh

In a conclusion, we know our advert is going to be both funny

and successful because we are employ old people instead of
young people, for our actors. We will include some women
that will appeal to the target audience of the advert and
branding of Lynx. It will show of the product and promote the
branding of Lynx. It shows that Lynx will make you attractive,
which is the intention behind the brand.