Client:

Lynx

The Judge's verdict

'There is a continuing power struggle within newspapers between content and advertising. And content nearly always flays advertising into a whimpering and bloodied heap. Why? Because newspapers understand their readership better than advertisers do and the content is more topical than the ads. This Lynx ad fought back on both fronts. They deployed their brand promise with the wit of a good tabloid and they did it on a topical matter of almost unimaginable weight.'