CALM #DontBottleItUp by BMB

Love Island star Chris Hughes spoofed an ad campaign to start a conversation about men's mental health on World Mental Health Day (10 October).

The stunt saw Hughes posing in Topman boxer shorts while pretending to launch a mineral water brand, L'Eau de Chris, infused with his own tears. The prank was revealed to be a campaign with the charity CALM, shot by Rankin, which encourages men not to bottle up their emotions.