This document provides information about an advertisement campaign created by BBH agency for Lynx deodorant called "Peace". It discusses BBH's ownership history and operating model as a global creative agency. It then analyzes a print advertisement from the Lynx "Peace" campaign, summarizing the purpose, product genre, emotional genre, form, style, content, meaning, production process, target audience, and potential issues. Key details include that the ad portrays soldiers and civilians enjoying a beach party in a war zone to promote the message that Lynx helps users "make peace, not war," and potentially faces issues around representation of race, gender, and glorification of war.

1. Advertisement case study
Bbh agency and lynx – peace
campaign

2. Bartle bogle hegarty

3. Lynx - peace

4. BBH ownership
• In 1992 was founded by John Bartle, Nigel
Bogle and John Hergarty.
• in 1997 49% of BBH was brought by Leo
Burnett worldwide, then that share was
owned by Publicis Groupe advertising agency.
• In 2012 the last 51% share of BBH was
brought by co-owners Publicis Groupe.

5. Operating model
• BBH is a global creative agency, that works in
digital, broadcasts, print and public branding.
• They work international across the world, with
offices in London, Singapore, New York,
Sweden, Los Angeles and Mumbai.

6. Products
• BBH offers services of brand strategy,
concepts, production, distribution and
research and development in the BBH labs.
• The products can range between social
branding for Lynx to tv broadcasting for Levis
or concepts for Dulux or any other company.

7. Products made
• Lynx -
https://www.youtube.com/watch?v=63b4O_2
HCYM
• Dulux -
https://www.youtube.com/watch?v=eES-
kAYqiuk
• KFC -
https://www.youtube.com/watch?v=M4kKYcl
G5ww

8. Market position and competitors
• The publicis groupe which owns the bbh
company is worth 7.7 billion dollars in 2013
reports.
• So its market position compared to its rivals
which is omnicom group worth 14.3 billion
dollars and interpublic group 6.6 billion
dollars, leaving publicis groupe the third
largest advert company globally.

9. Lynx – peace campain
• https://www.youtube.com/watch?v=63b4O_2
HCYM

10. Print 1

11. Print 2

12. Chosen print to analyze

13. Purpose
• The product that this campaign is trying to sell
is deodorant for male users possibly young
males.
• The purpose of this advert is to sell the new
line of fragrance with the ‘make peace not
war’ slogan to a wide audience.

14. Product Genre
• Deodorant
• Fragrances like deodorants and after shave
and other sprays come into this genre of the
smell completely changing everything about
you and making you a better person, in looks,
popularity, wealth and a sexual attraction to
possible love interests and this adverts does
not hold back in the conventions of this genre
and its formula.

15. Emotional Genre
• The two genres I take from this advert are comedy and action.
• Comedy, Lynx has a branding image of light comedy throughout
their business life time, so this advert shouldn’t be different. For
example the flamethrower being used to cook food is laughable
ridiculous and the same goes with the two beach goers dive
bombing into water out of a attack helicopter.
• Action, on the other side on this (but hitting the same audience) is
the action aspect, this is a action pack scene with guns, fire, smoke,
helicopters and of course of loads and loads of girls, so this action
print sticks with conventions of the action genre and pulls in an
audience that is excited by the explosions and babes.
• so these two genres are the perfect combo for the audience that
are looking for, well the warm audience at least.

16. form
• This advert campaign comes in tv adverts,
youtube shorts, superbowl airtime in a digital
format and for print its in a form of being in
newspapers, social sites and magazines.
• So in all its displayed in two formats, tv and
print.

17. Style
• The style of this print advert is very bright and cartoon like,
like its child play or simple to live the life of the characters
in the advert.
• It uses ‘barbie’ like figures to add to this, fun and love made
easy as child play look.
• Lastly the style consists of war and its themes which is a bit
morbid and glorifies war.
• However some would say its ambiguous and is sending a
message with its style to end war and that’s bad at least
that’s how the creative team look at it.
• At the same time its fun and entertaining to look at, and
has lots going on.

18. content
• The content consists of males and females having
a beach party in a war zone/ ex-war zone.
• It has attack helicopters, smoke, military assets
and weaponry e.g the flame throwers.
• Summer clothing, for boys and girls, lots of
exposed flesh.
• All the characters are white or at least the large
majority.
• It also lastly has the logo and slogan in the top
right corner.

19. meaning
• I believe the meaning behind the print advert is that if
you use the product you have the ability to stop war
from happening and able to make ‘peace’, which I read
as peace really to mean love.
• So the fact that everyone is having fun and being loving
is trying to show audience that it could be them too if
they used the product.
• Lastly the biggest meaning is that if you use lynx you
will be “attractive”, the statement of the “manly men”
(the soldiers) getting the ladies in the advert is showing
that they are attractive to them and you will be the
same in your life if you use Lynx Peace.

20. Post production process
• The process used to come up with creative advert
concepts more popularly these days is a two man
unit (art director and copy writer) coming up with
a pitch and concept.
• Then after 3-4 sets of 2 man units come up a
concept they pitch to creative directors and the
team and go with the most solid idea.
• But with this process here everything has to have
the brand image in mind and stick to it to keep
with the companies branding and audience.

21. Production process
• The process here was set up with using a mini
set for the background and figures to be set
on with there props whilst on a professional
shoot with lighting set up.
• Then in post production using photo shop it
would have added the smoke flames and all
touch ups to colors and lighting and the logo
and slogan would have been added too on a
top layer.

22. Target audience
• The target audience is huge part to look at and
consider when advertising to the public with
any ad, but especially with an ad like this from
lynx due to there branding view.
• I believe the target audience is 13- 25 year old
males, whom are in full time education or part
time work. Like girls, sports, games and cars
and having a spending power of about £40-
£150 a month.

23. Gender.
• The target audience is most defiantly male
with lynx in the grand scheme of things of
their branding.
• But with this print it’s the same, having the
male characters doing manly things and
receiving massages from the females, and
with all people who are making “peace” are
male it speaks out to the male audience for
them to to it.

24. Age.
• Again the target age audience is spot on with this print
advert for the peace campaign to blend in with the
branding of lynx and their warm audience.
• But with this advert it aims at an audience ranged from
13 to 25, i believe this is so because of the subject
matter of war, with younger people playing war video
games and movies its an interesting entertaining
matter for the younger audience to latch onto, as well
as that it has attractive females on screen which is
what young males of the audience are interested in
with hormones and such.

25. Life style
• I believe the lifestyle associated with working class to a middle class
background due to its price and look, the advert shows elements of
lifestyle to appeal to someone who likes films and games and things
with lots to be entertained by.
• The item is also desirable and accessible to these lifestyles, so if
they want every once and while smell “good” they can and it not
burning too much of whole in their wallet.
• Also the designs and smells of the product look “cool” so the life
style would hopefully be associated with that product to the
audience.
• I think you’d find adverts for this product to be in gaming
magazines, nudey magizines, youtube 30 seconds ad clips and
cinema movie adverts. So the people using these media formats
would hold the lifestyle to go with the product.
• So young males whom are into girls and action and games.

26. Spending power
• The spending power of this target audience
would be around 50 -150 a month.
• I think this because it’s a younger audience so
they are either part – time working or at full
time education not making money.
• So I believe they wouldn’t be buying as much
as in their mum is buying for them monthly or
getting a big suppply of it for Christmas every
year.

27. Distribution channels
• One of the integrated adverts in the
campaign was shown during the
super bowl game, so this hits warm
audience rather well whilst reaching
out to a cold audience.
• Other channels of distribution,
would have been magazines like
video game magazines, car
magazines, car magazines and soft
porn magazines to reach the warm
audience of a younger audience
with their print advert.
• Here are the prices of advertising in
magazines

28. Advertising
• The advertising for lynx is in multiple formats and
across lots of media platforms.
• Digitally its on tv, social media sites like facebook
as posts with video clips and print adverts on the
side.
• Websites, magazines and papers would use the
print adverts in side columns and whole print
images on whole pages in some cases.
• Lastly we have billboards, posters and things like
promo – stands in stores for new products.

29. Effect on audience
• The effect on the audience I found with my target research
was that many found busy and had too much going on and
was awfully distracted to even realize the product or
company, so promotion here was sort of at a waste here in
that no one found worthwhile to get or think about.
• But with this said 30% of research group said it was short
time entertaining and would give it more then a second
glance in a paper.
• Lastly the effect of the on the audience had them question
the connection and point of the war themes due to looking
like the company and product was glorifying war and found
it unnecessary for the campaign.

30. Representative issues
the representation here could have many issues in the representation of
soldiers, Americans, white people, and females.
in this advert 90% of the characters are white skinned in the advert which
represents axe's product in a bad way to be only be relating to the white race,
so it is limiting its audience rather a lot straight of the bat, also they are
secluding other races and don't see them in this image.
females are shown here to be worshipping the men on this paradise island, so
straight away its bottom line sexism however we tend to see this from lynx in
there target audience and the extent lynx will go to try and win people over with
hot girls.

31. Legal and ethical issues
some ethical issues could be the Vietnam war looking scene with no Vietnamese people
in it, as if the Americans came over took the land and brought the white girls with them.
so this has an ethical issue of Americans conquering then using lynx and parting over
the war, possible reading from the audience.
another ethical issue is the lack of mixed race in the scene, it shows only white
American girls and all white American men having fun on a Vietnamese island. so no
black or other races are shown in the print advert, this is an ethical issue due to hiding
an entire culture to have as customers.

32. Regulatory bodies
They work includes acting on complaints and proactively
checking the media to take action against misleading, harmful
or offensive advertisements.
ASA has dealt with 114 complaints issued towards lynx and their
branding model and have done for 2011, 2012 and 2013.
http://www.campaignlive.co.uk/news/1105901/ - this article
talks about Lynx and its ban for an advert they did (not the
same print as mine) however the advert got 113 complaints all
together and a main focus was the tag line “the cleaner you are
the dirtier you get”.
UK regulators – ASA. Advertising standards agency.
ASA is a independent regulator across all media platforms.