When we last covered an ad starring Anthony Joshua (for Lucozade Sport, in May), the boxer was an undefeated, universally acknowledged good egg. Since then he’s lost his belts and engaged in an unedifying war of words with Lennox Lewis.
As the driver of its ‘Ice Chill Van’, AJ demonstrates the affable side Lynx will hope he maintains publicly, chauffeuring footballer Jesse Lingard, rapper Tinie Tempah and YouTuber Calfreezy. The lads dole out cans of Lynx to a series of men who are somewhat overdoing it – an overenthusiastic VR gamer, a goal-scoring overcelebrater and a noise-polluting cyclist among them.
The ‘you’re hotter when you chill’ message still feels fresh, and the crew’s camaraderie helps sell a series of funny ads. Perhaps Joshua could send Lewis a can.