Some may recall Unilever to be one of the big brand names to first jump onto the iAds mobile ads bandwagone way back in June, now Europe’s about to see the first Unilever iAds make their appearance as Apple’s ad system hits Europes this month — and the ads will feature the “Lynx effect”.

Unilever is launching a new campaign for Lynx’s Excite range, with a major push through Apple’s iAds, as part of a £8.3m marketing spend. The “Falling Angels” campaign launches next week and will be supported by print, TV, digital and other activity.

The campaign claims that the new fragrance is “so tempting, it will make female angels fall from the sky for it”.

iAd folk will be able to watch the ad, download the theme tune from iTunes and use Lynx wallpaper. Unilever’s Lynx brand manager, Selina Sykes, said, “iAd is the best platform to launch this new variant to reach our target market.”

(Whatever that means — fret not, gentle readers, editorial about specific ads should only be exciting for a little longer, until we get used to iAds, anyway).

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