A new Unilever campaign for anti-perspirant deodorant Lynx Dry which tells viewers that “girls look hot wet” was launched.
The creative, conceived by Unilever and Generator Unlimited is being supported by an interactive website.
Created by Soap Creative, the website’s main section features an image of a sweaty man. The user can move an icon of a Lynx Dry can over his underarms to eliminate the perspiration.
While this is happening, on the other side of the screen a woman is shown clothed and dry. Water is then splashed over her and she happily poses to show how “hot” she looks when she is wet.
It follows the same theme as the TV ads in which the voice over states: “Girls look hot, wet. Guys don’t”.