Lynx becomes the latest brand to hop on the ASMR advertising bandwagon

Busy month, September 2018; the import of non-directional halogen light bulbs into the United Kingdom was made illegal, Denis Norden passed away, and life expectancy improvements officially stalled for the first time since records began. Given all that, you’d be forgiven for forgetting that leading agency Mother decided to bring Colonel Sanders back into the 21st century by hawking the old geezer’s poultry products via a good old fashioned side-serving of Autonomous Sensory Meridian Response (or ASMR to most us).

Now it’s the turn of the scent-based saviour of many a teenage boy, Lynx, to give the sizzles, plops, and whispers of one of the internet’s favourite things a go. Lynx’s new campaign – orchestrated by Dutch agency 72andSunny Amsterdam – aims to “inspire young men to have fun, be inquisitive, explore the sensory experience of body hair removal and express their individuality,” by plonking a trio of suitably befuddled looking actors between a set of hyper-sensitive microphones and hoping for the best.

Taking a viewer on a bodily trajectory from the chest to the legs, via – and sorry, there is no other suitably wording for this – the balls, the trio of slightly odd ads, or “Shavertorials” as we’re nudged to call them, are a clarion call for men to get inventive and imaginative with their own naturally hirsute nature.

“I have never shaved anything but my face. Maybe my feet once, but I didn’t tell anyone about that," says Gregg Clampffer, creative director at 72andSunny Amsterdam. "I think this campaign… shows that guys today don’t have to be buff, or swim, or bike or have an excuse to shave themselves. They can just be regular dudes who like the comfort of being cleanly shaven on all different kinds of body parts.”