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Ads issue dating 'call to arms'
9 January 2008
Deodorant brand Lynx has launched a digital advertising campaign that incorporates dating advice for males.
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Get In There includes mobile phone applications which Lynx claims, tongue firmly in cheek, will turn a handset into "a pulling tool, a weapon of mass seduction".
There is a bleeping sound to "home in" on a target female, a sound that imitates that of a Porsche locking for the status-seekers and, for those with a more offbeat sense of humour, the sound of a harmonica playing.
There is also a scanner for detecting body piercings, while a chat-up translator is being developed.
Other 'dating tools' that can be downloaded from lynxeffect.com include magic tricks, business cards and widgets.
Rick Hirst, Lynx business director at BBH London, said Get In There was "a call to arms for young boys".
Get in There will be rolled out across Europe during 2008.
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