Is Unilever claiming to cure gayness with Lynx?

Lynx, the product Unilever markets as Axe in North America, has debuted an ad in Hong Kong suggesting its potent aromas can turn lesbian women straight. A post on the Facebook page of Lynx Effect Hong Kong says a lucky consumer can win $500 million Hong Kong dollars ($65 million U.S.) by buying Lynx… but […]

Lynx, the product Unilever markets as Axe in North America, has debuted an ad in Hong Kong suggesting its potent aromas can turn lesbian women straight.

A post on the Facebook page of Lynx Effect Hong Kong says a lucky consumer can win $500 million Hong Kong dollars ($65 million U.S.) by buying Lynx… but that the award should be claimed from “Cecil.”

It’s referring to flamboyant Hong Kong real-estate tycoon Cecil Chao, who made a splash recently when he offered the amount to any man who can successfully woo his lesbian daughter Gigi.

The work was produced by BBH Asia Pacific in Singapore for the Hong Kong market.

Gigi Chao has been in a long-term relationship with a woman named Sean Eav, and the pair were married in France earlier this year. When news of the marriage broke in Hong Kong media, Cecil Chao served up his challenge to would-be suitors and offers begun pouring in online. Gigi Chao has taken an understanding stance toward her father’s pronouncement.

“He just doesn’t understand how anybody can be gay,” she said in an interview with ABC’s 20/20.

And this is how her father – who has never married and claims to have slept with more than 10,000 women – explained his thinking: “I’m not saying that she’s not okay to be gay. I mean it’s her own choice and her own tendency… But [she should] make sure she knows what she wants. Maybe what she wants today is different [than] what she wants in the future,” he told 20/20.

U.K. film maker and comedian Sacha Baron Cohen is said to be making a movie based on Mr. Chao’s offer, titled The Lesbian.

To read the original story in Advertising Age, click here.

Brands Articles

Three ways brands must evolve to engage female influencers

Marketers need to recognize the shift from bloggers to creators says agency president

Nintendo moves its PR account to Craft Public Relations

The consumer electronics and software company to shift its communications focus

4 reasons why Aeropostale lost its cool with shoppers

Teens returned to their favourite brands after the recession, Aeropostale couldn't compete

Boston Pizza drafts hockey fans for media photo ops

Chain uses Facebook and the NHL Draft Lottery to to connect with fans and media

Fairmont Hotels puts a focus on employees in new art exhibit

Luxury hotel chain uses staff from around the globe to help tell its brand story

President’s Choice connects haute cuisine and high chairs

Loblaw-owned brand launches Babylicious to provide parents the ultimate dinner date

Marketing Awards 2016: Design jury and shortlist

The final shortlist is revealed in the lead-up to the June gala

Aeropostale exits Canada as it files for bankruptcy in the U.S.

The casual clothing retailer is not saying how many Canadian jobs will be impacted

Taco Bell casts customers in a ‘cheesy’ throwback ad

The QSR channels '90s nostalgia in its latest bid for millennial love