Mark Simpson on how Lynx grew up. And kissed a boy.

 “Swing it around like you’re in a TV commercial.”

I like this spunky new hair gel ‘Now can be amazing’ ad from Lynx, currently airing in Australia. Especially since it’s the perfect antidote to the ball-shrivelling dreary paranoia of ads like this.

In fact, it’s probably my favourite ad since Philips/Norelco ‘I’d F*ck Me’ where a young man playfully chats himself up in front of the bathroom mirror. Like the Philips ad this one isn’t afraid of its own shadow, and instead of making apologies just embraces and celebrates male beauty and vanity – and the spirit making the most of it while you have it.

More than this, it’s an ad which encourages young men to be anything that they want to be – to be ‘amazing’. In much the same way that young women have been encouraged for some time.

Hence the ‘Kiss the hottest girl – or the hottest boy’ moment. This is not, as has been proclaimed by gay blogs, a ‘gay kiss’ so much as a bi-curious one, since it’s the same guy kissing the girl and then the boy. Which is in keeping with what we might term the James Dean ethic of the ad – don’t go through life with ‘one hand tied behind your back’. Especially if it’s your best hand.

This is particularly impressive coming from Lynx (known as Axe in the US), a brand which is not usually associated with progressive advertising and in fact often associated instead with a hysterical heterosexuality: ‘I only smell nice coz it attracts women and that proves I’m not gay, OK?’. (Though there have been sort-of exceptions, such as this Axe ad starring Ben Affleck back in 2007.)

But then, I told Lynx all about their hysterical heterosexuality and how dated it was in a world in which young men take male vanity and self care for granted – and aspire to be everything – when they contacted me last summer asking for my input into their re-branding. I’d completely forgotten about this consultation when I saw the ad, and just thought it was cool. I don’t know for sure whether my critique made it into the brief for this ad, but it seems quite possible I may have been admiring my own reflection.

Though being honest, I’m not entirely sure he’s really made the most of his hair with that bird’s nest look….