If Tattoos Could Talk … Oh, Wait. They Can—in Clever New Ads for Lynx in the UK

Stories come to life in campaign from 72andSunny Amsterdam

tattoos men attraction 72andsunny ad of the day
A man's skin becomes a canvas that tells his stories in 72andSunny's new ad. Unilever
Headshot of Doug Zanger

Tattoos can say a lot about a person. Ink can tell compelling stories about an individual—even if it’s not real—and even unify strangers. In the case of Lynx, it’s all about attraction—helped by a little magical realism—in a series of new ads from 72andSunny Amsterdam.

The three new spots emphasize that tattoos can be an essential part of a man’s life, and the canvas of his skin opens a window into a unique narrative. It could very well be about catching people’s eyes, starting a conversation or, in a classic sense, a profession of love or attraction.

Regardless, the ads are a clever way to tell the story of romantic connection, the pitfalls of dating app culture and, in the case of an owl, what one does to impress a potential partner. The spots are short, but pack enough punch to make a quirky point and fit well within the brand’s playful style.

“The tattoos needed their own personality. Instead of scripts, we had springboard ideas, then used controlled improvisation and interviews to land the idea,” said Adam Koppel, creative director at 72andSunny Amsterdam.

The campaign supports the launch of Lynx Ink, a shower gel and aftercare product to keep tattoos bright.

“Tattoos play such a big role in guys’ lives, but so far there hasn’t been a lot you can do to keep your ink as fresh as on Day 1,” said Caroline Gregory, Lynx/Unilever brand director. “We want to keep those amazing stories alive and bright.”

There will be 6-second versions of the ads, which started airing today in the U.K. on social with further runs on VOD.


Unilever, Lynx
Caroline Gregory, Brand Director
Chiara Grillo, Brand Manager
Inês Rodrigues, Assistant Brand Manager

Creative Agency: 72andSunny Amsterdam

Director: Andy McLeod
Production Company: Rattling Stick
Editorial: Stitch Editing U.K.
Sound Design Company: Wave U.K., Wave AMS
Post/VFX Company: No. 8 London

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
Publish date: August 7, 2019 https://stage.adweek.com/agencies/if-tattoos-could-talk-oh-wait-they-can-in-clever-new-ads-for-lynx-in-the-uk/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT