Explaining the Lynx Effect

Here's a promotional video describing the new "Lynx Effect" campaign, titled (wink, wink, nudge, nudge), "Get In There." It's aimed at helping socially awkward young males pick up women. Yes, Lynx is the U.K. name for Axe. If you want to see something cool, leave your misgivings about the politically incorrect nature of Lynx/Axe campaigns at the door and check out the campaign's mobile applications, which start at 1:15 in the video. Via Bartle Bogle Hegarty, London.