- The document outlines an idea for a Lynx body spray television advertisement. It involves a young woman smelling something as she walks by an antiques shop and entering it, then leaving struggling with a large grandfather clock. - Inside the shop is full of young women clutching antiques, as an old shop owner sprays the antiques with Lynx body spray. A young shop worker notices the women and sprays himself, leading to a tagline of "Lynx, Simply Irresistible." - The document includes character sketches, a script draft, and notes on further developing the idea and ensuring it aligns with Lynx's target audience and messaging around attracting women.

1. LYNX BODY SPRAY ADVERT Idea and Script Development By Emily Johnson

2. My partner I was paired with is the wonderfully talented Adam James Bullivant (-AJB-) who briefed me with an already very well developed idea for his Body Spray Advert… Myself and my Client.

3. Adam’s Idea. "Product: Body Spray Advert Idea: All shot from across the street. Basic Plot: Shot of an antique shop, women (well made up, in heels) with loads of shopping bags struggles past the shop door. She suddenly stops, after a quick moment enters the shop. After like 5/8 seconds or so (portrayed by sounds only) she walks out dragging a huge grandfather clock over her shoulder in a little cart. In a multi plane camera style, the camera slowly zooms across the street, through the door, past the silhouettes of beautiful ladies, up to the till and over to find the shop keeper (an elderly man) crouched behind the desk, spraying old antiques with this specific body spray. Cut to the product with the tag line: Lynx – “Simply Irresistible." Due to my first initial research, I am satisfied that this advert idea works. The simplicity of the story, and the funny “revelation” of the product and what it is being used for broadcasts the message that Lynx has used with it’s previous advertisements.

4. Lynx Audience is young men. They usually use the concept of their product aiding young men to attract women to sell their product; in a sort of manner “If you buy this product, women will be attracted to you.” http://www.youtube.com/watch?v=EfeVEAZkJqM “Even Angels will fall” http://www.youtube.com/watch?v=DOnbCdlLPiw “Premature Perspiration” http://www.youtube.com/watch?v=uAtyunatwqc “Chocolate Man” Initial Research

5. I had a few ideas for changes and additions to be made to Adam’s idea, based on my research. I wanted to add a Young Man character, as all the Lynx adverts feature a Young Man/Young Men. I also wanted to include the spray actually being used as a Body Spray. I also thought it was important to include a “Close Up” opportunity for the product. First Thoughts

6. LYNX MEN'S BODY SPRAY ADVERT 1. EXT. QUIET STREET. DAY TIME. SFX. Quiet City Noise. Sound of Heeled foot steps. YOUNG WOMAN's earrings and jewelry clinking. Car driving past. AN ATTRACTIVE YOUNG WOMAN IS WALKING DOWN THE STREET. THE STREET IS A NARROW QUIET BACK-END STREET OF A CITY CENTER. SHE IS THE ONLY PERSON ON THE STREET. THE BUILDINGS SHE IS WALKING PAST ARE OLD BUILDINGS, SOME CONVERTED INTO SHOPS. THE NAMES OF THE SHOPS ARE NOT VISIBLE. SHE IS CARRYING MANY DESIGNER SHOPPING BAGS IN BOTH HANDS. SHE REACHES A SHOP ENTERANCE, SHE STOPS AND LIFTS HER HEAD SLIGHTLY - HER FACIAL EXPRESSIONS SUGGEST SHE HAS NOTICED SOMETHING. SHE SNIFFS THE AIR SLIGHTLY. SHE THEN QUICKLY ENTERS THE OLD SHOP. THE SHOP SHE HAS WALKED INTO IS REVEALED AS "ANTIQUES". A FEW MOMENTS LATER, SHE LEAVES THE SHOP, STRUGGLING TO CARRY A LARGE OVER SIZED GRANDFATHER CLOCK ON HER BACK. First Script Draft

7. 2. INT. INSIDE SMALL ANTIQUES SHOP. DAY TIME. SFX. Women chattering. Spraying noises. Noise of Money Till. INSIDE THE ANTIQUES SHOP, THE SPACE IS SMALL - THE SURROUNDINGS ARE FULL OF SHELVES AND CABINETS HOLDING ANTIQUES SUCH AS CLOCKS, PLATES, ORNAMENTS, VASES ETC. THE SMALL SHOP IS BURSTING WITH YOUNG WOMEN. ALL THE WOMEN ARE CLUTCHING ANTIQUES AFFECTIONATELY. A SMALL OLD MAN IS SPRAYING HIS ANTIQUES WITH A BOTTLE OF LYNX BODY SPRAY. HE PLACES THE BOTTLE DOWN ON THE COUNTER. A HANDSOME YOUNG MAN WITH EAR-LENGTH DARK CURLY HAIR WORKING IN THE SHOP IS STANDING BEHIND THE TILL. HE AMAZED BY ALL THE BEAUTIFUL WOMEN IN THE STORE AND IS LOOKING/WATCHING THEM. HE LOOKS AT THE LYNX BODY SPRAY. HE SMILES. HE UNBUTTONS HIS SHIRT, PICKS UP THE BOTTLE - AND SPRAYS HIS UNDERARMS AND BODY. CUT QUICKLY TO BY-LINE: "LYNX. SIMPLY IRRESISTIBLE." First Script Draft

8. I have a few more ideas I will discuss with my team if this idea is chosen. I already have some changes I’d like to make to the script draft. I have an additional idea for the end of the Advert... Further Thoughts

9. After the Product and By-Line has been displayed, the shot changes to out side the Antiques shop. A woman leaves the shop, carrying the Young Man on her back. This is will add a couple of seconds to the end of the ad. I think it helps the Joke in the advert and supports the message of the product. Further Thoughts

10. First Character Sketches I began some sketches for the Young Woman. When drawing these, I had the opening shot in mind. I’d like the woman’s hair to be big and flowing in the wind as she walks

11. First Character Sketches I began some sketches for the Young Woman. When drawing these, I had the opening shot in mind. I’d like the woman’s hair to be big and flowing in the wind as she walks

12. First Character Sketches These are just a few sketches of the Young Man. The Young Man has dark short curly hair like in these drawings.

13. I have really enjoyed working on this idea and believe the research I have done supporting this advert concept supports the story and it will be a successful advert for Lynx. I am confident if this idea is chosen myself and my team will produce an effective advert. We have discussed combining different Animation styles, extending our skills and challenging ourselves. Final Thoughts

14. Thank You For Listening If you’d like to know more, please visit my Tumblr Blog for more information about my Research and Development.