FISHER stars in comical commercial for LYNX’s Fine Fragrance collection

Lynx tunes into Grammy-nominated Fisher as campaign face for Fine Fragrance Collection.

Unilever’s Lynx has launched a new campaign for its Fine Fragrance collection, parodying traditional cologne advertisements. The campaign, “Smell Finer Than The Finest Fragrances,” features Australian music producer FISHER and was created by Hello Social, Forward, and Mindshare. The campaign humorously mocks typical fragrance ads that often showcase seductive models, perfect abs, and majestic animals.

John McKeon, marketing director at Unilever ANZ, highlighted Lynx’s commitment to evolving with its audience. “We’ve noticed a shift in our audience’s fragrance preferences towards more sophisticated scents. In response, we’ve introduced our Fine Fragrance collection, made with premium ingredients for a superior scent,” McKeon said. “This launch represents a new era for Lynx, combining quality and affordability to create premium fragrances. However, we’ve retained our signature bold and playful style by featuring FISHER in the campaign.”

Hello Social’s ECD, Dan Fryer, emphasized the challenge of merging big brands and personalities. “Our goal was to find the perfect overlap where both could shine in their unique ways. While FISHER might not be a mythical centaur, he’s definitely the DJ you’d want to party with and smell like,” Fryer remarked.

Mindshare aims to connect the campaign with Gen Z male culture through various channels, including TV, OOH, audio, social media, digital platforms, and owned channels. Lynx’s PR agency, Forward, will amplify the campaign via influencer channels. Additionally, later this year, Lynx and FISHER will launch a “catch me if you can” scavenger hunt through FISHER’s social channels, with the winner receiving double passes to his upcoming Australian shows.

The new Fine Fragrance collection, designed to redefine premium fragrances, includes scents such as Black Vanilla, Blue Lavender, Aqua Bergamot, Emerald Sage, Golden Mango, and Copper Santal. Each scent is crafted to offer the luxury of a high-end cologne while providing the protection of a deodorant.