Lynx ad undone by planning laws

by Joanna Bowery, Marketing 27-Jul-05

Lynx has been forced to pull its risque 100,000ft2 ad from a field outside Gatwick Airport because it did not have planning permission.

The ad, which was toned down from the original idea of three naked
figures in the style of the Cerne Abbas Giant, was spray-painted in a
field under the Gatwick flight path earlier this month.

Part of Lynx's 'Spray more' activity, the ad aimed to target

holidaymakers flying in and out of the airport (Marketing, 13 July).

However, following a complaint by a member of public, Tandridge District
Council ordered Unilever to remove the ad or face prosecution.

The ad had also angered environmental bodies including the Campaign to
Protect Rural England. 'Advertising has a place, and that is not in the
fields surrounding our airports,' said a spokesman for the charity.