Former bad boy of advertising Lynx is a reformed character nowadays, don't you know, to such an extent that it's putting its 2019 advertising money into a series of ads that encourage men to but headphones on, listen very carefully, and experiment with shaving parts of their body only usually depilated by workers in specialist trades.
Here, we apologise in advance for, is one such video, which fans of the ASMR genre might like to put their headphones on for, as there's whispering and scratchy noises to enjoy at least:
The ads are the responsibility of creative agency 72andSunny Amsterdam if you want someone to blame, with boss Gregg Clampffer explaining: "I think this campaign… shows that guys today don't have to be buff, or swim, or bike or have an excuse to shave themselves. They can just be regular dudes who like the comfort of being cleanly shaven on all different kinds of body parts." [YouTube via It's Nice That]