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Anthony Joshua, Chunkz, Calfreezy and Aitch Smell Iconic in Lynx Spot from Henry Scholfield

Creative 4.0k Add to collection

The Martin Agency and Tag help Lynx welcome an amazing smelling future for latest campaign

Anthony Joshua, Chunkz, Calfreezy and Aitch Smell Iconic in Lynx Spot from Henry Scholfield

The UK’s leading men’s toiletries brandi, Lynx, is unveiling a star-studded £12 million ATL campaign – The New Lynx Effect – a total repositioning to drive relevancy amongst the Gen-Z audience, with a slick, fun and fresh new advert. Lynx is on a mission to help guys smell and feel their best as they navigate the world of attraction. 

The brand is setting its sights on helping the next generation of shoppers ‘smell iconic’ again. The brand overhaul which covers everything from a new look and feel on pack to a raft of new, innovative products, will also be celebrated with a new advert featuring brand ambassadors Anthony Joshua, Chunkz, Calfreezy and Aitch. 

Lynx will be debuting an all-new advert from 13th May to celebrate life after lockdown across TV, video on demand, and OOH. The main character is seen strutting his stuff with true swagger and game to the new soundtrack from British rapper and grime sensation Aitch, ready to face the day and the world of different possibilities that await him, all thanks to his daily dose of Lynx. 

We then bump into YouTube giant, Calfreezy, as he sells hotdogs in the street, grilling the characters’ scent on the BBQ and sending him into a mesmerised trance. Meanwhile, world heavyweight boxing champion Anthony Joshua, walks by with his cockerpoo, becoming the next passer-by to be transfixed with The New Lynx Effect. Last, but by no means least, rap battle sensation and all-round cheeky chap Londoner, Chunkz, takes the wheel as a bus driver, the last celeb to be rattled by the man and his scent.  

For a little added mojo for Lynx fans, Lynx and Aitch have teamed up to create the ultimate 2021 summer playlist, available on launch day, exclusively on Spotify. Lynx followers will also be able to  access a Snapchat AR lens, inspired by the ad, transforming them into hot dog, aubergine, and sunflower icons, to recreate the Lynx ad look. Aitch is also bringing the Lynx anthem to TikTok by recording a one-minute video alongside the other brand ambassadors and is looking for fans to use the platform’s ‘Duet’ feature to spray some bars with him. Followers are encouraged to dance, rap, mime or just flex along and share their video version of the exclusive track.  

Josh Plimmer, Lynx senior brand manager commented: “Lynx continues to have legendary status because we understand the importance of staying relevant to our audience whilst helping guys smell and feel their best. Smelling even more iconic than before, we’re continuing to evolve to empower Gen-Z in line with their values and aspirations so they can take on the world – one spray at a time. Our new ad, soundtrack and the continued support of our incredible ambassadors means Lynx-lovers can once again feel (and smell) their most attractive, to anyone”. 

In true Lynx style, the campaign will continue to champion ‘the everyday guy’ as he navigates the evolving world of attraction; but with a refreshed, respectful approach that doesn’t rely on gender stereotypes. Whilst at the same time emphasising messages of confidence alongside equality and empowerment, and connections and partnerships which are in-line with what is important to an open minded Gen-Z audience. 

As part of the refresh and alongside the new ATL campaign, Lynx is launching all-new products, new technology and a revitalised look and feel for existing product. The newly refreshed Lynx range is available from 13th May nationwide in all leading UK supermarkets, convenience channels and drug stores. 

The campaign was created and launched by The Martin Agency. 

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Agency: The Martin Agency 

Chief Creative Officer: Danny Robinson 

Executive Creative Director: Ashley Marshall 

Creative Director: Mik Manulik 

Senior Copywriter: Dave Ashton 

Senior Art Director: Rahim Masunu 

Junior Art Director: Jesse Lane 

Copywriter: Eleanor Fialk 

Associate Design Director: Thiago Elias 

EVP/Head of Production: Tasha Dean 

VP/Executive Content Producer: Pamela Mahan 

Senior Content Producer: Adrienne Daniel

Junior Content Producer: Rachel Bensinger 

SVP/Global Managing Director: Britta Dougherty 

VP/Group Account Director: Gillian Merrill 

Account/Senior Project Manager: Katie Hanson 

SVP/Director, Business, Legal, Financial Affairs: Dusty Slowik 

Senior Business Affairs Manager: Michelle Fink 

Financial Affairs Manager: Missy Walker 

Chief Strategy Officer: Elizabeth Paul 

VP/Planning Director, UX Strategy: Taylor Wiegert 

Strategic Planner: Stuart Good Hayhurst 


Global Business Director: Federico Duberti 


Brand: AXE / LYNX 

Vice President Global: MC Gasco-Buisson 

Global Brand Director: Caroline Gregory 

Senior Global Brand Manager: Marco Montanaro 

Global Brand Development: Inês Leitão Henriques 

Assistant Brand Manager: Christian Barron 

Global Brand Manager: William Humphries 

Senior Regional Advertising & Amplification Producer: Margaret Chudy 

Senior Regional Advertising Producer, North America: Arlene Fernandez 


Senior Account Manager: Kathryn Walker 

Senior Integrated Producer: Stefanie Kaspari 

Senior Producer: Matt Culmer 

Audio Producer: Ashleigh Henderson 


Director: Henry Scholfield 

Director of Photography: Carlos Ritter 

Executive Producer: Jen Beitler 

Producer: Javier Alejandro 

Production Manager: Daphne Do 

Twentyfour Seven 

Producer: Lole Ramirez 

Art Director: Andrea Batlló 

Stylists: Nuria Durá and Miguel Cervera 

Local VFX Supervisor: Ivan Lopez 

Production Manager: Nacho Piñar 

Final Cut Editorial 

Editor: Joe Guest 

Assistant Editor: Leah Burton 

EP: Michelle Corney  

Electric Theatre Collective 

2D VFX Lead: Alex Snookes 

3D VFX Lead: Dean Robinson 

VFX Producer: Antonia Vlasto 

Colorist: Luke Morrison 

String and Tins

Audio Post: String and Tins 

Sound Design and Mix: Adam Smyth 

Foley: The Foley Barn 

Audio Producer: Laura-Leigh Smith 

Music Agency 

Music Agency: Big Sync Music 

Music Supervisor: Big Sync Music, Alex Menck 

Artist: Jordan Dennis 

Song: “Crumbs” 

Artist Management: The Operatives 


Animation Direction: Future Power Station 

Future Power Station: Yibu Hu, Geoff Parsons  

Concept Design: Adam Relf, Alex Twin, Krystian Garstkowiak, Sykosan  

Lead Animators: Peter Dodd, Maki Yoshikura 

Animators: Daisy Ann Evans, Alejandra Anguita, Krystian Garstkowiak  

3D: Kevin O'Shea  

Compositing: Marlon Thomas 

Produced by Friends Electric 

Executive Producer: Barney Richards  

Producer: Helen Randall 

“The Walk” 

Hero The Walk: Solomon Yeboah Pinamang Koranteng (remove the number 1)

Butterfly Girl: Cintia Diaz Ramirez 

Eggplant Lady: Teresa Del Olmo Segura 

Anime Girl: Lia Lois Jimenez 

Hot Dog Guy: Adrià Lerma Úbeda 

Dog Walker: Elena Serrano Marín 

Dog: Bonnie the Poodle 

Window Washer: Alejandro Vertedor Álvarez 

Bus Girl: Bárbara González Rada 

Bus Driver: Chien Kuo Miu Chiou 

Parking Warden: Hesham Essam Radwan 


Hero The Wave: Manuel Mac Donnell 

Café Girl: Jara Rodríguez Arrieta 

Burger/High Five Guy: Dennis Faulkner Pallaruelo 

Voice Over Talent 

Talent: Jamal Hadaway 

Engineer (String and Tins UK): Adam Smyth 

Audio Producer: Ashleigh Henderson (Booked Talent) 

Animated Storyboards NY 

Marketing Director: Adam Kipfer 

Producer: Bianca Panos 

Storyboard Voice Over Talent 

English Talent: Isaiah Seward 

Agency: KMR Talent 

German Talent: Marios Gavrillis 

Agency: DPN Talent 

Contact: David Salazar

Genres: Comedy, People, Storytelling

Categories: Beauty & Health, Perfume and aftershave

Tag, Thu, 13 May 2021 08:17:30 GMT