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Lynx Africa taps Smiley for 25th anniversary campaign

30-second ad features world champion boxer Anthony Joshua, rapper AJ Tracey and starts at a dance party in Manchester in 1995 set against a backdrop of 3D Smileys.

The UK’s leading men’s toiletries brand, Lynx has secured a deal with Smiley which sees it feature in the 25th anniversary campaign for its bestselling and most iconic fragrance, Lynx Africa.

The multi-million pound above the line campaign – Hot Since ’95 – takes viewers on a journey through 25 years of iconic British moments, told through the story of a classic teen romance with a modern twist.

The ad highlights nostalgic memories, highlighting how Lynx Africa has been a part of British youth culture for 25 years.

“When you think of British youth culture over the last 25 years, it’s impossible not to include Smiley in the narrative,” said Lori Heiss-Tiplady, svp brand strategy at The Smiley Company. “It’s an honour to work with Lynx on their iconic celebration and be part of something with such an influential cast.”

World heavyweight boxing champion Anthony Joshua features as a boxing bobblehead in an eye-catching yellow car, grime sensation AJ Tracey takes the wheel of a London bus, while YouTube star, Calfreezy, swings past on his very own wrecking ball.

You can check out the ad below:

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