Creative in association withGear Seven

Anime, Gaming and Music Collide in Lynx's Colourful Campaign Starring Lil Baby

Advertising Agency
Richmond, USA
The Martin Agency spot launches the brands fine fragrance collection

Lynx, the UK’s number one male toiletries brand, has launched ‘The Fine Fragrance’ campaign, backed by a substantial £15m investment and led with a brand-new TV advert, 'Fine Fragrance Mall' featuring award-winning rap artist Lil Baby.  

Set to the tune of Lil Baby’s smash hit 'Drip Too Hard,' the TV spot weaves together anime, gaming, music, and modern art influences to bring to life a visually stunning world of new luxury, with the aim of cementing the Fine Fragrance Collection as the go-to scent for gen-z guys.  

Airing from 8th April across major broadcast networks, streaming services and primetime sporting and entertainment programs throughout the year, the activity supports the recent launch of the Lynx Fine Fragrance Collection.  

Lynx is also partnering with wider talent including The Beta Squad and a wide selection of gen-z influencers who will feature across social and digital campaigns on YouTube, TikTok, Instagram and Snapchat to further raise awareness for the Lynx Fine Fragrance Collection throughout the year.  

Fragrance is the number one confidence driver amongst young males and with nearly three quarters of them saying there isn’t an affordable option that meets their fragrance needs, Lynx Fine Fragrance Collection was designed to fill this void in the market.  

Unveiled in January and formulated by world-renowned perfumers, Lynx Fine Fragrance aims to redefine what it means to be a premium fragrance by creating an affordable, high-end range of scents that appeal to gen z males. The ATL campaign follows on from Lynx’s recent scented billboard along London’s Southbank, which reinforced the quality of the new collection and encouraged its consumers to ‘smell finer than the finest fragrances’. 

Award-winning artist Lil Baby says, “This is the freshest thing Lynx has ever done. The Fine Fragrance Collection has me feeling like I’m wearing the finest of fine colognes. One thing I’ve learned is that your price tag doesn’t define your worth.” 

Josh Plimmer, Lynx marketing manager, says, “We know that 74% of UK guys say they do not feel there is an affordable solution to their fine fragrance needs. And now we can offer a collection infused with an eclectic mix of scent profiles, which we know is ‘smell tested’ and loved by young males. 

“With the launch of the Lynx Fine Fragrance Collection disrupting the male toiletries category by challenging those traditional luxury symbols of the fragrance world, it’s only right that our new advert is similarly inventive. The creative itself is dripping with surreal Lynx energy - bringing the boost in confidence that Lynx gives millions of guys to life with this vibrant, dreamlike animation that pops off the screen. The advert smashes through the stuffiness of traditional perfumery brands and partnering with rap icon Lil Baby helps us match the energy and sense of adventure that Lynx fans crave.  

Agency / Creative
Post Production / VFX
Music / Sound