As if we need yet-another reason to swoon over The Tudor’s lead heartbreaker Jonathan Rhys Meyers, but Hugo Boss has managed to make us giggle even more with their latest fragrance campaign with the smoldering actor. The new scent, entitled Hugo Element, is inspired by the energy and sophistication of an urban city socialite which Rhys Meyers feels closely connected to. "Just like the HUGO Element man, I’m a born urbanite. The urban environment feels very familiar to me and whichever city I visit, I somehow seem to find my way around it instinctively. The city is the life source of the HUGO Element man, and he shapes and definites it in his own irreverent way. I’d like to thing this is the way Iam too," says the star in recent press release announcing the launch (January 2009).

Considering this is Rhys Meyers’ third advertising campaign with the brand, we can rest assured this isn’t the last we’ll see of this sexy star. Lucky us.

Check out behind the scenes shots from the photo shoot!