LYNX: Forget About Labels (feat Anthony Joshua)

Ahead of Anthony Joshua's fight this weekend against Kubrat Pulev - in which they'll both compete for the World Heavyweight title (Oct 28) - W has released a spot for LYNX starring the boxer himself.

Helmed by Peter Banks, the 60-second spot focusses on Joshua's mental prep ahead of each game; by ignoring and overcoming the critics (and newspaper headlines) to becomne the athlete he wants to be. 

The ad is very in line with LYNX's previous Find Your Magic series, in its attempt to empower men to behave as they wish rather than conform to gender stereotypes.

"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.”