One of the most iconic male fragrances of the last 20 years Boss Bottled by Hugo Boss, launched the first Man of Today campaign to kick-start a global conversation about what it means to be a man in today’s world.

Unveiling the next chapter of the Man of Today campaign for 2017/18, the brand announced the appointment of Hemsworth – a man who consistently acts by his own codes of integrity and respect – as the global fragrance ambassador for Boss Bottled.

“The Man of Today campaign is all about representing the idea that actions speak louder than words – a principle I’ve always tried to embody and live my life by. It’s one thing to say you’re going to do something but to back it up and do it is a whole other thing. It’s an attitude that my parents bestowed upon me and an approach I hope to instill in my kids as well. It’s about the qualities of honesty and integrity, which is a great message to be a part of,” Hemsworth says in a press statement.

Hemsworth, the face of Boss Bottled, is a cool dad as he hopes to instill the qualities of honesty and integrity in his kids – swoon, swoon!

To encourage men around the world to show they are a man of their word; a man of substance as well as style, the campaign visuals were created to capture the essence of the Man of Today.

The television campaign was envisioned by renowned director Nicholas Winding Refn, while the print campaign was shot by photographer Nathaniel Goldberg and PR images by Frederic Auerbach.

Boss Bottled comes in three variants; the iconic Boss Bottled, to a lighter fresher Boss Bottled Tonic and a darker and more powerful Boss Bottled Intense.

The fragrance ranges from a lighter to darker version.