Johnny Mercer, the newly elected Tory MP for Plymouth, has featured in a Dove Men advert which recently aired in the US.
During the 15 second slot, the ex-commando was filmed showering, lathering himself in Dove Men + Care gel, in what is most likely a first for a UK politician.
The 38-year-old shot the scene before he was elected as a Conservative MP in the 2015 election, and can be seen lifting his six-year-old daughter Amalie in the video.
On featuring in the campaign, Mercer told the Plymouth Herald: “They [agency representing Dove] phoned us up because they wanted people who weren't models or signed-up to an agency.
"When they asked me, I thought 'Why not, it will be a laugh'. It was really fun, they sent me and the girls to London for three days.
"Unfortunately, I think it might be the first in a series of adverts but we'll have to wait and see. Hopefully it will be forgotten about quickly."
Back in the UK, Dove + Men is likely set to benefit from the publicity generated as a result of its Rugby World Cup 2015 partnership which sees it serve as an official tournament supplier.