“Forget About Labels” is W’s high-impact new TV and cinema advertising campaign – created for Lynx with Anthony Joshua to champion male confidence and individuality. The powerful film is set to launch ahead of Joshua’s World Heavyweight title defence against Kubrat Pulev on 28 October 2017.
The 60-second ad was conceived by creative communications agency W as part of its ongoing work with Lynx on the Unilever brand’s “Find Your Magic” platform. W brought in director Pete Banks and Gas & Electric, a full-service video production company, to film and produce the creative.
Taking viewers on a journey from the locker room into AJ’s mind, we hear him recalling the negativity he’s faced throughout his career in flashback – before literally ‘smashing his critics’ by delivering a single killer blow with dramatic effect. The immersive narrative and climatic sound has been designed to highlight the way that criticism and disparaging comment have only driven Joshua’s determination to become the World Champion he is today.
In a final, emotive call to action, Joshua urges viewers to “forget about labels and Find Your Magic” – the mantra of the Lynx brand, which is dedicated to liberating and empowering men.
The film will be running in cinemas across the UK until 23 November, ahead of films including Kingsman: The Golden Circle, Blade Runner 2049, Thor Ragnorok and Justice League. It will be supported by 20” & 6” cuts, and a host of product advertisements on TV and Lynx’s social channels.
Warren Johnson, Founder and CEO of W, said: “Lynx is a phenomenally exciting brand, and we are thrilled to have developed and launched this stunning TV and cinema spot with Anthony Joshua. Conceived in-house and designed to be real, honest and raw, ‘Forget About Labels’ offers audiences a new way to relate to Lynx in their everyday lives. Taking the project from initial conception to final execution was an amazing project and is testament to Lynx’s unyielding support for the agency.”
Dilraj Athwal, Brand Manager of Lynx, said: “The ‘Find Your Magic’ platform aims to empower guys. Our brief was to create a powerful film that was raw and honest, that showed how criticism can be overcome in any situation – how you can be true to yourself, Find Your Magic and overcome the haters.
“Having an ambassador who’s setting an example and influencing a whole generation is powerful, making Anthony Joshua a perfect fit. An exceptional talent both in and outside the ring.”
Pete Banks, Director, said: “Speaking to AJ about the level of abuse he receives online and then how he deals with this was quite an eye-opener. To be given the opportunity to try and represent what it takes to get in the zone, block out all the negativity and carry on being the Heavyweight Champion of the World has been both humbling and hugely enjoyable. For Lynx to be aligning its current campaign with something as important as anti-bullying and the promotion of diversity is something I’m proud to have played a small part in.”