Erm, lower body spray' for boys? What fresh hell is this?

During this week’s heatwave, on the hottest day of the year, while my 16-year-old son lounged languorously on the sofa, sweating his way through Squid Game, I had the misfortune of stumbling across an advert for Lynx.

- GEORGINA FULLER

Anyone who grew up in the 1990s will surely remember the “Lynx effect” ads, which led teenage boys to think that one squirt of this holy body spray would make them irresistible to women. Now, the fragrance brand, first launched in France in 1983 by Unilever, has gone one step further and created a special “lower body spray” - for, you guessed it, the nether regions.

The advert features a basketball player squirting his extremities and then another player being irresistibly drawn to them, as well as a geeky-looking bloke spraying his backside before walking through the cinema and having it sniffed lasciviously by a woman. There’s also a boxer spraying his feet, which smell so good his opponent is distracted by the heavenly scent.