Who is in the new lynx advert

Adverts are an important part of all of our lives — a way for companies to promote their products and make us aware of them.

Who is in the new Lynx advert?

This article looks at the faces behind recent Lynx UK campaigns and what those adverts are trying to communicate.

It also looks at what each campaign is trying to say and whether it lands with its target audience.

Who is in the Lynx “Smell Iconic” advert?

Lynx’s most prominent recent UK campaign, built around the tagline “The New Lynx Effect” and the message Smell Iconic, stars four well-known British faces:

• Anthony Joshua — two-time heavyweight boxing world champion
• Aitch — Manchester-born rapper and chart-topper
• Calfreezy — YouTuber and gamer with a large online following
• Chunkz — YouTuber, musician and rap-battle star

The campaign debuted in May 2021 to mark a major brand refresh and has continued to run in various edits since. In the ads, an everyday guy walks through a surreal city reaping the benefits of the Lynx Effect — passing by Anthony Joshua (walking his dog), Aitch, Calfreezy (as a hot dog vendor) and Chunkz (as a bus driver) along the way. The tone is playful and self-aware, deliberately echoing the brand’s classic late-1990s and early-2000s ads while updating them for a Gen Z audience.

The 2024 campaign: Lil Baby and the Fine Fragrance Collection

In 2024, Lynx launched a separate campaign to promote its Fine Fragrance Collection, partnering with US rap star Lil Baby. The ad uses bold animated visuals and a surreal, dreamlike style — a deliberate contrast with the more traditional aesthetic of luxury fragrance advertising. The campaign was aimed squarely at younger shoppers and marked Lynx’s push into the premium end of the male grooming market.

The 2024–2025 comedy spots

Lynx’s agency Lola MullenLowe also produced a series of darkly comic short films in 2024 and into 2025, continuing the brand’s return to its classic “attraction” territory. In these ads, the Lynx scent draws unexpected and unwanted admirers — babies, teddy bears, and dogs — who become jealous of the wearer’s appeal. There are no major celebrity cameos in these spots; the humour comes from the absurd situations rather than star power.

What are the Lynx adverts trying to say?

Across all of these campaigns, Lynx has moved away from the straightforward “wear this and women will chase you” formula of its earlier years. The newer adverts use irony, self-deprecating comedy and surreal imagery to stay relevant to younger audiences while still playing on the original Lynx Effect idea. The celebrity partnerships — particularly Anthony Joshua — also help the brand signal mainstream credibility alongside its online-native appeal through figures like Aitch, Calfreezy and Chunkz.

Whether you find the ads funny or formulaic, they represent a significant rethink of how one of the UK’s biggest grooming brands presents itself. Lynx’s advertising has always been willing to take risks, and the recent campaigns suggest that instinct is still very much alive.