As a gender, us gentlemen are a rather predictable bunch. Presented with the seductive pose of the scantily clad and anatomically gifted member of the opposite sex (for those of the hetero persuasion) for most men is enough to get us over the line for anything from pocket wrenches, to automobiles. It’s obviously something that the advertising industry cottoned on to a very long time ago but in an age of political correctness, many brands and advertising agencies choose to connect with their target audience on more of a ‘cerebral’ level... with the exception of a few.

One brand that's chosen to flip the bird to political correctness is men’s grooming products giant Lynx. Over the years Lynx has been blatant and unashamedly playing the sex sells card, but never before has a brand cashed in on the average man’s desire to punch above their weight as in their latest series of interactive digital flash campaigns, one even featuring “beauty and glamour” model – or “celebrity sex tape” actress – Keeley Hazell.

In Keeping Keeley, the average punter is presented with a series of Choose Your Own Adventure style opportunities to literally charm the pants off of Keeley using your witty arsenal of seductive techniques and multiple personalities. In the meantime, even the most cynical (myself included) is helplessly engaged with the brand like never before. Will we rush out and buy Lynx products? Not likely. But at the same time they managed to command attention for a fairly decent space of time – and here I am writing about it, so they must have done something right.