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.