Love Island finalist Chris Hughes has been announced as an ambassador for male suicide prevention charity CALM, and stars in a tongue-in-cheek campaign in collaboration with Topman.

The ad campaign, shot by Rankin, sees Hughes showcasing the L'Eau De Chris mineral water which is 'infused with his own tears', aiming to reflect that 84% of UK men say they 'bottle up' their emotions. The Little Bit Leave It hitmaker commented '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 thousands of other men who are suffering inside their own heads. Our message to all guys is: however, you open up, just #DontBottleItUp'.