Lynx, the UK’s leading male grooming brand, has launched its latest TVC featuring long standing ambassador Anthony Joshua OBE, and his ‘Ice Chill Crew’, comprising of Manchester United and England Midfielder Jesse Lingard, UK rapper Tinie Tempah and YouTube star Calfreezy, to promote the brand’s new range of grooming essentials, Lynx Ice Chill. 

Following on from the brand’s ‘Ice Chill’ campaign, the 20” hero advert, which premiered on Sky, sees the crew aboard Lynx’s new Ice Chill Van, as they begin their hunt for men in need of some ‘chill advice’. The brand’s mantra is that men will feel their ‘most confident self’ when they’re chill, so the guys are on hand to show them how it’s done with the help of Lynx Ice Chill.

The ad, which we created in collaboration with sister agency VCCP, shows Joshua behind the wheel of the van, as they find their first target and halt the van alongside a 5-aside football team. Here they spot a player busting out a robot goal celebration to the embarrassment of his teammates, before being stopped in his tracks by Jesse Lingard from the side window. Lingard interrupts and reminds him ‘Less is More’, before throwing him a can of Lynx’s new Ice Chill Anti-Perspirant.
In other spots by the brand, Tinie Tempah steps in to dispense some advice from the van to a young guy who’s gone OTT with speakers, and to another who has taken his wild gap year attire and accessories back to London. Calreezy also calls out from the hatch to remind a VR gamer to stop manically chopping in the air like an uncoordinated ninja.

These will be live across TV, social, broadcast VOD, online video and OOH.

Jamie Brooks, Lynx Brand Manager said: “It was great to get the Ice Chill Crew back again together to launch our Ice Chill range and remind young guys everywhere to try less hard. It’s important young men feel they can have the confidence to be themselves without going over the top to impress others, because we know, you’re hotter when you’re chill.”  

Anthony Joshua said: “The Lynx Ice Chill van was a great day with the rest of the crew – Jesse, Cal and Tinie. This is my fourth year working with Lynx, but I’m really excited to launch this campaign, as I’m a big believer in the message behind this of giving guys the confidence to be themselves.”

Jesse Lingard added: “We had a lot of laughs in the Ice Chill Van, although I’m not sure if I’ve got a future as an ice cream man!”

To celebrate the campaign, fans can enter to win one four top prizes with each of the Ice Chill Crew. Up for grabs is an Anthony Joshua training session, signed Jesse Lingard clothing items, Tinie Tempah WWW merchandise, and a gaming console with a signed Calfreezy copy of FIFA and a Rebel FC t-shirt. 10 runners up can also win one of the special Anthony Joshua Limited Edition Ice Chill Anti-Perspirant Cans.

Visit the Lynx website here to enter the competition and view exclusive behind the scenes content for the new ads.

For the third year running, Lynx has created special limited editions cans featuring Anthony Joshua. The Ice Chill range will see Joshua across Lynx Ice Chill Body Spray 150ml and Lynx Ice Chill Shower Gel 250ml.

Available nationwide in all UK leading supermarkets and drug stores, the Lynx Ice Chill range has been created to help guys on every step of their grooming routine including: Lynx Ice Chill Body Spray, Body Wash, Anti-Perspirant and Shower and Shave Foam.

For more information on the campaign visit: lynxformen.com/uk/feelthechill.html