Newly-elected Conservative MP Johnny Mercer has starred half-naked in a shower gel advert.
The MP for Plymouth Moor stripped for the Dove commercial, showing off an impressive physique, earned during a distinguished career in the Army as a commando captain.
The 38-year-old is pictured lathering himself with soap in a bathroom, and, in a separate scene, picks up his six-year-old daughter Amalie.
He filmed the American ad before being elected but after having been selected to contest his Devon seat in the May 2015 election.
Even though the footage is only 15 seconds long, Mercer's wife Felicity said he had to shave his chest and spend hours working the cameras for a perfect shot.
Mercer in his modesty
"They made him shave his chest for the shower scene so he spent the week itching which I don't think he enjoyed," she told Mirror Online.
"He had to spend hours in the shower but he was dressed from the waist down, which obviously you can't see.
"It was just something really nice for him and Amalie to do together while me and Joey [their younger daughter] stood by watching the shooting and editing.
"They really enjoyed it. I don't think Amalie really understood what she was doing until she saw the finished product recently.
"Once the election campaign kicked-off we didn't think much about the advert but then we received a notification telling us it was on in the States.
The Devon MP lifting his daughter
"It was an amazing experience and we hadn't done anything like that before.
"I'm really proud of him because it was a father and daughter thing that they shared and I think it was really special."
The Army veteran, who has completed several tours of Afghanistan, said the shoot had been "a bit of fun" and was a great way of spending time with his family after leaving the military.
"They [Dove's marketing agency] 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."
Plymouth MP Johnny Mercer and his wife Felicity, at his office at the Houses of Parliament