Soap So Strong It Washes The Web

I’m really glad Gavin Mevius of took the time to describe the inner workings of, a digital promo from Axe Bodywash, a.k.a. Lynx, because my brain might have blown a gasket trying to decode it.

The experience starts on a fake Men’s Magazine known as Ralph, set to a remix of KiD CuDi’s Day n’ Nite.
What follows is a story that brings you through several recognizable places on the internet, with the next stop being Quiksilver (the clothing company) where a pool party literally spills out of its video box.

And on from there, until one ends up at the Facebook page for Lynx. The page has 34,587 fans at the time of this post.
The digital campaign is the work of independent Australian gaming company agency, Soap Creative.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.