Lynx rolls out TV ad with 'bom chicka wah wah' catchphrase

Using the catchphrase "bom chicka wah wah" to signify lust, four TV executions show scenarios where women lust after a man wearing the Lynx deodorant or bodyspray. With these ads, BBH was briefed to show that better fragrance translates to a better Lynx effect.

In one ad, a young couple have invited the boyfriend's parents round for dinner to meet the girlfriend for the first time. After introductions, the boyfriend's father excuses himself and goes to the bathroom. Intrigued by the new packaging on his son's can of Lynx, he sprays a little to test the fragrance. When he returns, the girlfriend catches the scent and can't stop herself screaming the catchphrase "bom chicka wah wah" and seducing the father in front of her bewildered boyfriend and mother.

Other TV spots feature scenarios in a dentist, a school and a supermarket.

The TV campaign will be supported by two print campaigns. The first, running in the UK and Europe, is a functional campaign that focuses on the new can design and slogan.

The second, running in Europe but not the UK, also talks about the improved fragrances but look at the impact of the beautiful girls. Three executions show cross sections of buildings, in the shots girls have thrown themselves against walls, ceilings and floors respectively to get closer to the scent of Lynx guy that is passing on the other side.

Kelly Brook is to take part in this campaign at a later date but currently it is not clear if she will appear in UK ads or US ads, where the brand is called Axe.

BBH won the Lynx digital account in January of this year, against a list of undisclosed agencies. The Lynx creative and digital accounts now sit with BBH. BBH has handled the above-the-line activity for Lynx since 1995.