Unilever has launched a global campaign, “Unleash the Chaos,” to mark the launch of its new Lynx Attract and Axe Anarchy fragrances, available in versions for men and women.

The TV spot, “The Chain,” sees both sexes causing chaos in a series of situations because the fragrance is causing them to be intensely attracted to each other. From a waiter dropping everything he’s holding, to a man in a wheelchair accidentally creating a massive car pile-up, the events are caused by men and women becoming too attracted to each other to concentrate on what they’re supposed to be doing.

The creative, developed by BBH London, was shot by award-winning director Tom Kuntz, best known for his work on Old Spice’s “The Man Your Man Can Smell Like” campaign.

Beyond TV, naturally the campaign includes cinema, digital, social, and out-of-home executions that captures girls and guys coming together in situations where chaos is about to break out.

The full integrated campaign breaks in the U.S. and U.K. this week, while in South America, only social media such as Facebook apps “Anarchy Matchmaker” and “Kissing Chaos” launch this week. The aim is to engage consumers through matchmaking activities, “kissing poses,” and short music videos posted to a user’s profile. The full campaign will roll out  globally over the coming months.

Overall, it’s a bold move to expand the global Lynx and Axe brands. However, for brands that have been previously, and very firmly, positioned in the masculine camp, the repositioning results will be interesting to watch around the world.

Good luck Unilever and BBH. Cheers to Chaos!

Lynx Teaser