This is not a drill. Love Island hunk Chris Hughes has bottled up his tears and named it L'Eau De Chris. Well, not really.
The ruse is part of a campaign for World Mental Health Day, meant to symbolise that 84% of men in the UK bottle up their emotions, according to statistics by YouGov.
Created by the Campaign Against Living Miserably (CALM), for which Hughes is the new brand ambassador, and TOPMAN, the promotional film shows a half-naked Hughes shedding a tear for the launch of L'Eau De Chris. At the end, a dressed, sombre Hughes announces that the biggest killer for men under 45 is suicide and it's 'Ludicrous' that men bottle up their emotions.
Watch the film, shot by RANKIN and labelled #DontBottleItUp, below:
Speaking at the event in TOPMAN's central London HQ, Chris said: “Yesterday everyone was shocked that I had literally bottled my emotions in a water bottle infused with my tears. And as the L’Eau de Chris name suggested, doing that would have been ludicrous; yet this is what men across the UK are doing every single day.
"What's really ludicrous is that suicide is still the single biggest killer of young men in the UK. We live in a culture that encourages men to ‘man up’ and bottle things up. That’s why I’ve become an Ambassador for CALM and why together with TOPMAN we want to show men across the UK that it’s okay to open up instead of bottling it up. I’ve got personal experience of the benefits of opening up and expressing emotion, which is why I want to work with this incredible charity in its mission to making life less miserable for men across the UK. Our message to all guys is: however, you open up, just #DontBottleItUp.”