Soap Creative, Sydney extends Lynx Dry’s “Girls Look Hot Wet. Guy’s Don’t” line online.
June 2 2010, 3:33 pm | | 22 Comments
To promote the Lynx Dry deodorant range, Soap Creative, Sydney was tasked to remind consumers that “Girls Look Hot Wet. Guy’s Don’t”. So they proved it, with an interactive experience that treats the audience to slow motion footage of girls getting saturated – so long as they can keep the guy dry!
Digital Agency: Soap Creative, Sydney
Creative Director: Brad Eldridge
Strategist: Ross Raeburn
Producer: Alice Le and Josh Hunt
Copywriter: Alex Bodman
Tech: Jim Boswell and Mark Fennell
Client: Warren Minde and Carl Cincinnato
22 Comments
Terrific line and strategy! Dead simple, fun.
Overall concept – very good.
Interactive execution – cumbersome.
Compared to the axe feather stuff, this doesn’t rate so high. I don’t think I’d send it on.
What ever happened to Lynx pushing the boundaries. This is just a very average time waster with no real result for your effort. Shame. 14 year old boys will spend 10 seconds on this and bail never to go back.
I like it because it looks like a print ad. If it had a line & logo you could get away with it being a pretty average print ad.
This is shithouse. A highly polished turd. It’s bad matching luggage.. delivers all the execution of the TV ad, with none of the interest.
What is this shite? I’m being told that TV is nearly dead but do I have to deal with this crap while everyone works it out?
Great line and idea.
Enjoyed the website, but yeah it was a bit of hard work for not enough reward.
I guess I’m just desensitized from years of surfing hardcore porn.
i like it because it has a hot girl in it…
Terrible.
4:01pm here again. Maybe me and 5:43pm just have cheap computers?
It’s good work. But it kinda got me thinking about the Axe Feather viral from 2005 – and this doesn’t really rate with that. Because with the feather, you just couldn’t stop playing with it. No pun intended.
Love it. Well done Soap. Takes the tvc and makes it real. I played with it for a while before passing it on.
Clever stuff.
WORST THING I’VE EVER SEEN I JUST COULDN’T STAND NOT TO COMMENT. I’LL PROBABLY never look at an interactive experience ever again. Will never use soap again.
love the TV, hate the online. Sorry, but you’re going to have to do more than take an existing idea and translate it in the most boring and obvious way. sheesh.
WTF? This is nice work. All negators keep your stupid fingers shut. This is good, clever and has come up with an interactive interpretation of the TVC. If you’ve got a D&AD pencil… sure tear it apart! If not STFUp!
7:49 – What’s it like at Soap?
@12:26
Pimply Joe Punter hasn’t got a D&AD pencil either but HE’S your ultimate judge here. Why would he bother with this fiddly, sanitised (barely an erect nipple in sight) slow-mo micro-tease when he knows of better sites to put some lead in HIS pencil?
Loved it! because i like chicks that are wet.
This is a perfect example of why digital ‘creatives’ are overpaid mac jockeys. Take the above the line creative from another agency and stick a first thought interpretation online. Pretenders.
why no TV creds? is it imported like most LynxAxe stuff?
“All you negators keep your stupid fingers shut”
Oh fucking hell, I had a good laugh at that one.
Hot Girls Rule. Especially when they are wet. Nice work.
Come on fella’s I’m sure you’ve got some juicy big budget TV briefs to be cracking on with. I don’t mind this at all.
‘This is a perfect example of why digital ‘creatives’ are overpaid mac jockeys. Take the above the line creative from another agency and stick a first thought interpretation online. Pretenders.’
Harsh. But very true.