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Lynx to sell 'sex spray' with a little help from Welsh composer.(Ad focus)

Music Week

| July 01, 2006 | COPYRIGHT 2006 CMP Information Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Boosey & Hawkes Music Consultancy has secured a sync for Welsh composer Karl Jenkins after linking up with ad agency BBH for a new Lynx TV ad.

The ad, which debuted ahead of England's World Cup match against Sweden last Tuesday, features Jenkins' composition Dies Irae from his EMI Classics album Requiem.

In the ad, which was produced by Oily Chapman Worn BBH and directed by Frederik Bond, Dies Irae provides the aural backdrop to images of hundreds of bikini-clad women on a desert island flocking around a single Lynx user. It concludes with the strap-line "Spray more, get more".

Boosey & Hawkes bead of music consultancy Natasha Baldwin says she is pleased to see classical music targeted at Lynx's target audience of 15- to 35-year-olds.

"We're trying to break down preconceptions of classical music being boring and old-fashioned, something you'd only hear at a wedding or a funeral," she says. "It's fun, it's young, it's ...

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