The new ad is currently live.

License Global

June 4, 2020

1 Min Read

The U.K.’s leading men’s toiletries brand, Lynx, has signed a deal for Smiley to feature in the 25th-anniversary campaign of its best-selling fragrance, Lynx Africa. 

The multi-million pound above the line campaign, Hot Since ’95, takes viewers on a journey through 25 years of British moments told through the story of a classic teen romance with a modern twist. The advert 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,” says Lori Heiss-Tiplady, senior vice president brand strategy, The Smiley Company. “It's an honor 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 a 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. 

The new ad is currently live across TV and video on demand.

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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