The ad, which debuted Friday night (12 October), and appeared on the Lynx Hong Kong Facebook page, suggests that a spray of the product could give potential candidates an edge in wooing Gigi Chao.
David Webster, business director of BBH Asia-Pacific, told Campaign Asia-Pacific that the move is a great example of having a client who is responsive to what is happening in the news and not afraid to use popular culture to keep the brand fresh.
“To date, none of her suitors have tried the Lynx Effect,” Webster joked, "our simple message aims to create noise and disruption, drive conversation and buzz in the social sphere".
The offer has supposedly resulted in more than 1500 social media messages—200 of them proposals—from around the world. Even Borat star Sascha Baron Cohen got involved, saying that his next film would be a version of the story.
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