Anthony Joshua, AJ Tracey & Calfreezy join the UK’s leading men’s toiletries brand on a trip of a lifetime to go back to where it all began, in new ‘Hot Since ‘95’ video
A staple in locker rooms, bedrooms and bathroom cabinets, the iconic Lynx Africa fragrance celebrates achieving its quarter of a century milestone today after first appearing on retailers’ shelves back in 1995.
The fragrance, which has been part of British men’s lives ever since it was first launched, has also been part of UK teen culture and trends for over two decades and continues to be the nation’s bestselling fragrance with over 22million units sold in 2019 alone.
The newly released video is a classic teenage romance with a modern twist as it re-tells the age-old ‘boy meets girl’ story, but this time sees our Lynx guy hurtle through the last 25 years on a ‘date’ with his crush. The nostalgic journey lets the viewer turn back time on unforgettable moments from our defining teenage years.
Starting in ‘95, a love-sick guy drops his can of Lynx Africa, just when he needs it most. He then takes a trip in time which sees him flash through 25 years of iconic cultural moments and trends. From bucket hats, iconic games consoles, renowned Acid House Smileys of 90s raves and the infamous joysticks of the video game era – in just a few seconds viewers experience a nostalgic time war including several cameos from this year’s Lynx ambassadors.
World heavyweight boxing champion Anthony Joshua features as a boxing bobblehead in an eye-catching yellow car. British rap and grime sensation AJ Tracey takes the wheel as a London bus driver. Meanwhile, YouTube giant, Calfreezy, swings past on his very own wrecking ball. The video is truly a blast from the past!
As the film ends, he hurtles in to 2020, finally able to make a connection with his crush, thanks to the fragrance of LYNX Africa.
Anthony Joshua, two-time unified heavyweight boxing champion and Lynx Ambassador said: “Lynx Africa takes me back to school days – a couple of sprays and I felt like the freshest kid in the playground.”
Jamie Brooks, Lynx Brand Manager commented: “As a legend and a classic, Lynx Africa, has been one of the nation’s favourite fragrances for over two decades. From gym locker rooms to Christmas stockings, it’s been Hot Since ’95 and we hope that it will continue to keep guys smelling and feeling fresh for many years to come.”
Alongside the release of the Hot Since ’95 film, which will be going live across TV and video-on-demand from the 22nd of April, Lynx has launched a limited-edition Lynx Africa 25 can, including a snap code giving consumers a chance to enter a virtual reality of the TVC.
The full Lynx Africa range is available nationwide in all UK leading supermarkets and drug stores.
As a key extension of the campaign, Lynx is sponsoring the NHS Cup, seeing celebrities from the world of Sport, Music and more, competing on FIFA to raise money for the NHS. With gaming being a favourite pastime of young guys, and at a time where they need to stay at home, it is a great opportunity to help provide some entertainment, whilst helping to raise funds for a great cause.