Lynx Dry TV ads trigger complaints

The new TV ad campaign for Lynx Dry – in which a man literally showers women with sweat every time he lifts his arms – has triggered a series of complaints to the Advertising Standards Authority, which is considering whether to launch a full investigation.

While most of the complaints are from viewers who found the ad offensive, at least one suggests it is insensitive to people who suffer from a medical condition called hyper hydrosis, or excessive and uncontrollable sweating.

The ad was actually created by Lynx’s Argentinian ad agency VOP, and adapted for UK TV and cinema showing by Lowe London.

The ad begins with a woman remembering the early stages of her romance with her boyfriend, saying how his excessive sweating nearly caused her to end it.

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