This film brings to life the idea that great hair can unlock great things and a great life. It's witty, exciting and full of filmic invention. We see a young guy flicking through TV channels from his sofa at home, on each one watching himself play a different character with amazing hair, achieving amazing things. The spot nonchalantly features a gay kiss to mark the progression the brand is making. We sign off with the line ‘less effort, more style’ to communicate that superior styling with the new Lynx hair range is easy.

VO:

You won’t always look like you do now.

One day your hair will thin.

You’ll have a life, a wife and possibly kids.

You might lose your hair altogether, and you’ll feel OK about it.

But one day you’ll look back at yourself and wish you had the hair you have now.

So make the most of it, because NOW CAN BE AMAZING.

Go out, see amazing things.

Get an amazing job.

Kiss the hottest girl, or the hottest boy.

Experiment with your hair and learn from your mistakes.

Swing it around like you’re in a TV commercial.

Because you might find that a little effort can go a long way.

So make the most of your hair while it’s still there.

Experiment with new Lynx Clean cut, spiked up and messy look gels.

Less Effort, more style.

The film was covered by media titles ranging from Huffington post to the Daily Mail. The repositioning was cited as brave but credible - a point of view that was mirrored in swathes of gay press like Pink News and Gay Times. These titles describe a step forward for the brand.

Even more noteworthy was the response that this film has generated online. Most specifically Youtube comments, but also comments posted beneath the media coverage of the film became flooded by homophobic remarks. We saw comments like “definitely not normal, and won’t be using their products again” and “now I know this country’s morals are going down hill”. This sparked a conversation online that we could see happening before our eyes. The more homophobic hate the film received the more our online advocates stood up for it. Our concept of ‘attraction for all’ was polarising but it met a brand objective of being considered as more progressive, at the same time as championing equality.