• Language
    • GERMAN
    • FRENCH

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


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

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. 

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

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

Category: Beauty & Health , Perfume and aftershave

Genre: Comedy , People , Storytelling