An automotive grill assembly comprising a number of elongate grill elements and a grill surround, wherein the leading edge of each grill element is illuminated by an elongated illumination assembly for highlighting the repeating wave pattern thereof, said elongated illumination assembly further comprising: an elongate housing, printed circuit boards, PCBs, featuring light emitting diodes, and an elongate light guide, wherein the housing forms the backing for the illumination assembly and provides structural reinforcement to the illumination assembly, wherein the light guide has a first end having a first light receiving surface, a second end having a second light receiving surface, and a light emitting surface viewable to an external viewer of the illumination assembly through the lens, wherein a PCB is located at both the first end and the second end of the light guide, wherein an LED light source located on each PCB is positioned adjacent to the first light receiving surface and the second light receiving surface of the light guide, which is configured to allow light to enter the light guide through the light receiving surfaces (24b, 24c), and wherein the light guide is adapted to be substantially transparent and without any visible discrete optic features in an un-lit state while being diffusive in a lit-state, such that when lit, light exits the light guide at light emitting surface with substantially uniform luminous intensity across the surface, characterized by an elongate lens with a generally V-shaped cross-section and repeating wave pattern profile, wherein • the light guide and PCBs are housed within the V-shape of the lens which is connected or joined to the housing, • the light guide has a varying cross sectional area and profile along its depth, • the light emitting surface of the light guide has the same repeating wave profile as the leading edge of the lens, and • the light guide has a front region adjacent a light emitting surface and a rear region furthest from the light emitting surface with the rear region having a larger sectional thickness than the front region, with the front region of the light guide also having this repeating wave profile and the rear section of the light guide also having a repeating wave profile but with a smaller amplitude resulting in a straighter profile. an elongate housing, printed circuit boards, PCBs, featuring light emitting diodes, and an elongate light guide, wherein the housing forms the backing for the illumination assembly and provides structural reinforcement to the illumination assembly, wherein the light guide has a first end having a first light receiving surface, a second end having a second light receiving surface, and a light emitting surface viewable to an external viewer of the illumination assembly through the lens, wherein a PCB is located at both the first end and the second end of the light guide, wherein an LED light source located on each PCB is positioned adjacent to the first light receiving surface and the second light receiving surface of the light guide, which is configured to allow light to enter the light guide through the light receiving surfaces (24b, 24c), and wherein the light guide is adapted to be substantially transparent and without any visible discrete optic features in an un-lit state while being diffusive in a lit-state, such that when lit, light exits the light guide at light emitting surface with substantially uniform luminous intensity across the surface, characterized by an elongate lens with a generally V-shaped cross-section and repeating wave pattern profile, wherein • the light guide and PCBs are housed within the V-shape of the lens which is connected or joined to the housing, • the light guide has a varying cross sectional area and profile along its depth, • the light emitting surface of the light guide has the same repeating wave profile as the leading edge of the lens, and • the light guide has a front region adjacent a light emitting surface and a rear region furthest from the light emitting surface with the rear region having a larger sectional thickness than the front region, with the front region of the light guide also having this repeating wave profile and the rear section of the light guide also having a repeating wave profile but with a smaller amplitude resulting in a straighter profile. • the light guide and PCBs are housed within the V-shape of the lens which is connected or joined to the housing, • the light guide has a varying cross sectional area and profile along its depth, • the light emitting surface of the light guide has the same repeating wave profile as the leading edge of the lens, and • the light guide has a front region adjacent a light emitting surface and a rear region furthest from the light emitting surface with the rear region having a larger sectional thickness than the front region, with the front region of the light guide also having this repeating wave profile and the rear section of the light guide also having a repeating wave profile but with a smaller amplitude resulting in a straighter profile.