Give them the sack! Lynx's ad for 'lower body spray' shows men sniffing each other's crotches as baffled Brits ask 'who came up with this?'
A new advert for Lynx's latest product has left viewers furious, with many branding the short clip 'disgusting', 'tasteless' and 'nothing short of perversion'.
The ad, promoting the French brand's new Lower Body Spray, shows a young basketball player dousing his crotch area with the spray before leaping mid-air to net the ball.
As he does this, his groin comes uncomfortably close to a fellow player's face - who then appears to take a long, contented sniff around his nether regions.
While the awkward scenario leaves the sprayed man visibly disturbed, his teammate looks positively delighted in the 10-second commercial that has sparked outrage online.
Lynx's ad ends with a product shot of the spray that is available in two scents, with the bizarre advert playing on TV and in some cinemas in the UK.
Although Lynx has turned off comments under the original YouTube upload, viewers left uncomfortable by the promo took to social media to express their disapproval.
'Who the f**k comes up with these adverts? Saw this in the cinema last night WTF,' fumed one user on X, formerly known asTwitter.
Another exclaimed: 'BRAAAH WHAT IS THIS LYNX LOWER BODY SPRAY ADVERT.'
The bizarre sniffing scene struck many as wildly inappropriate, especially when viewed in a public setting.
One person shared: 'Just saw the Lynx Lower Body Spray advert… What the hell?
'Not once has a man walked past me in the cinema and I've felt the need to sniff his a**e crack and follow him past the seats.'
Another wrote: 'Actually losing my brain over the fact that Lynx has made a "lower body spray" for men.
'They're literally saying, without saying it, that men's a** and ba**s stink because they don't wash properly.'
A third condemned the ad, writing: 'Lynx Lower Body Spray ads are f**king tasteless disgusting trash.'
MailOnline has contacted Lynx for comment.
Another added: 'For the love of God, Lynx have people smelling private parts in their latest advert.'
One particularly incredulous viewer asked: 'When you told the actors in your lower body spray ads that they'd be sniffing each other's bits…?'
But perhaps the harshest criticism came from one X user who raged: 'Whoever thought of that needs the sack.
'Whoever thought that that advert would be a good thing and signed it off needs the sack.
'Sniffing strangers c**ks and a** on an advert is nothing short of perversion. Madness but in the modern world not a surprise.'
Although the advert was perceived negatively by most, it remains unclear whether it will knock the men's beloved deodorant brand off its pedestal.
Indeed, the scent has famously won over the hearts of many, and even roused one person from a coma.
A schoolboy, who had been in a three-week coma woke up after his mother brought his favourite Lynx deodorant into intensive care.
A few years ago, Kacper Krauze, then 13, got into difficulty while paddling with friends in the River Eden, Cumbria.
Unable to swim, he ended up completely submerged in the freezing water for 25 minutes, according to witnesses.
Many viewers were immediately outraged, rushing to X to express their vehement disapproval
His lifeless body was eventually pulled from the river by emergency services, when medics from the Great North Air Ambulance worked to restart his heart.
He was brought back to life on the way to hospital, but was fighting for his life in a coma after being starved of oxygen because of his ordeal.
It wasn't until his mother, Wioletta Krauze, brought the deodorant he used every day into the intensive care unit that Kacper woke up.
Mrs Krauze of Appleby, Cumbria, said: 'It was a miracle.
'We had tried everything to wake him up. A nurse had suggested I bring in some of his toiletries to wash him with.
'As soon as I spayed the Lynx, he opened his eyes immediately. He must have remembered that was his favourite smell.
'He has always absolutely loved Lynx and he still wears it to this day.
'We had tried so hard to get him to wake up from his coma. We had played music, we had spent hours talking to him.'
Mrs Krauze added: 'But in the end it was the Lynx which did it. I just couldn't believe it.
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