Unleash the Chaos 2012 Advert Analysis

B321 Analytical Assignment; A comparison of the representation of men and women in fragrance advertisements from the 1920s, 1980s and 2012

I have chosen to compare 3 different advertisements that cover a range of representations; XXXXX (Print 1920's), Santa Fe (Print 1980's) and Unleash the Chaos (Print 2012). Lynx Attract 'Unleash the Chaos' is a sexually charged advert which conveys the power the deodorant has and what it can do. Both men and women are represented in the advert in a very sexual way. Both the men and women seem to be under a spell of each other, looking straight into each others eyes. Kieran Danaher, brand manager at Unilever UK said 'This is a historic moment, we are launching a male and a female fragrance at the same time, for both sexes and make the mating game doubly exciting'


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The ad was created by Tom Kuntz who was previously known for his work on Cadbury's "eyebrows" ad and Old Spice's "the man your man can smell like" ad. The sexually context in this advert however is extremely exaggerated. The spell that you seem to have become under if you spray Lynx Attract is excessive in all of the scenes of the ad. This advert includes young men and women which makes the deodorant a product for young men and women but mainly for teenagers and early 20 year old. The young men and women they are all attractive people which makes you feel that if you use the deodorant then you will not just become in control of the other sex but you will attract beautiful men/women. The cheerleaders when the climb out of the bus, seems to be in a possessed way searching for their mating partner like an animal. The attraction seems to make you forget what you are doing and therefore makes you 'Unleash the Chaos'.

Lynx and Tom Kuntz really stress that this product is for both men and women. At the end of the advert the camera zooms out of the chaos in the city and a blue manly version of lynx and a pink and white version of lynx appears on the advert. A man and a woman voice over with the man saying 'for him' and the woman saying 'and for her'. The woman really over exaggerates the line 'and for her' because this is the first Lynx product for men and women. The woman also

speaks in a very seductive way.

The lyrics during the advert link with the advert itself. 'It may be something very physical' and 'It may be something psychological' these lyrics are giving the message that if your wear Lynx Attract then you will attract the other sex physically and psychologically. The lyrics are a major part and amplify the force that Lynx has and what it can do. 'Just let me get my hands on you' is the view from the person getting drawn by the product, wanting to be with you and be able to 'get my hands on you' this just magnifies the power of Lynx.

The message of the advert is if your wear Lynx Attract then you will become attracting, appealing and eye catching towards the other sex.