Hollywood actor Ben Affleck sends himself up in the new TV advert for Lynx, showing his celebrity pulling power is no match for the legendary Lynx effect.
The TV advert launches the new range of the deodorant Lynx Click and shows the Hollywood playboy using a hand-held clicker to clock the number of times women check him out throughout the day and night.
The global campaign will be shown everywhere but in the US and its creator, advertising agency Bartle Bogle Hegarty, is already distributing clickers throughout Britain in an ambient marketing exercise that will attempt to create another youth craze.
In 2003, the agency created a song for Lynx, Make Luv, that became a dance music phenomenon when it was used in a TV advert.
Filmed in Los Angeles, the advert for the Unilever brand - known as Axe internationally - shows Affleck climbing out of his flashy motor and recording the number of times someone checks him out: a sexy sales girl in a deli, another in a dry cleaner, and a male sales assistant in another shop.
As Affleck returns to his room and walks into the lift, he examines his clicker and finds he has scored 103 throughout the course of the day.
He shows off his score to the cleaner who is also in the lift, but the cleaner has a massive 2372 score on his clicker.
As Affleck looks bemused, the advert cuts to the cleaner at home spraying himself with Lynx's new fragrance Click.
The ad was directed by Danny Kleinman - who also directed the Guinness caveman advert and designed several James Bond title sequences.
Affleck said that the advert - which premieres in British cinemas on February 10 - was about "me thinking I'm pretty hot stuff".
Lynx Click is already available as a bodyspray, shower gel, aftershave and anti-perspirant
In 2004, the former Unilever chairman Niall FitzGerald said the success of the sales for Lynx was due to appealing to men's desire to attract women, rather than the product's anti-perspirant qualities.
"Lynx helps you get the bird," Mr FitzGerald told a marketing conference.
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