'Love Island' Star Chris Hughes' Sexy (but Fake) Water Commercial Promotes Mental Health

On World Mental Health Day, in what can only be called a mental health awareness prank, “Love Island” reality show star Chris Hughes revealed the reason behind his “bottled water collaboration” with Topman, a men’s clothing store. 

On Monday, the “Love Island” finalist tweeted a video he said promoted his “first ever product,” L’Eau De Chris, a water bottle infused with his tears. Naturally, people were confused.

pic.twitter.com/D6hNcc2ByM

— Jade ♡ (@JadeStamate) October 9, 2017

But on Tuesday, a new version of the video — and the real meaning behind it — came out.

“L’Eau De Chris? No, ludicrous,” he says in the video. “Ludicrous that men bottle up their feelings every single day, and ludicrous that suicide is the biggest killer in men under 45.”

L'Eau de Chris? No, ludicrous. However you open up, just #DontBottleItUp.

RT my campaign w/ @thecalmzone & @topman https://t.co/4tCEx76vY0 pic.twitter.com/8Vg4VXwNKo

— Chris Hughes (@chrishughes_22) October 10, 2017

People were much more supportive after learning the true motive behind the video.

This campaign is genius.
It got built up while everyone mocked/made assumptions but you had to wait to find out what this really is
???? https://t.co/EKOYrl1bYG

— Zahida Allen (@xZahida) October 10, 2017

I’ve actually got goosebumps. Saw all the stick about this yesterday. So powerful. Such an amazing campaign. Wow wow wow. https://t.co/yOo6o3NHsT

— Emily Canham???? (@EmilyCanham) October 10, 2017

thought this was a joke to start with but this is actually so clever https://t.co/OAyguUgUjC

— tay (@TaymarMote) October 10, 2017

Hughes had actually teamed up with Topman and the UK-based mental health organization, CALM (Campaign Against Living Miserably) for the awareness campaign — and you can bid for real bottles of “L’Eau De Chris” in an auction which started on Wednesday.

Hughes frequently spoke out about his experiences with depression while he appeared on “Love Island,” and recently announced he had been named an ambassador for CALM. In an interview about the campaign, streamed on CALM’s Facebook page, Hughes broke down in tears while answering questions from the Facebook audience.

“I suffering silently initially, and that was the issue,” he said. “That’s when things were tough for me. And it was when I did opened up initially to my mom, things became a lot easier… When you first open up, it’s quite a strong and meaningful thing.”

If you or someone you know needs help, visit our suicide prevention resources page.

If you need support right now, call the National Suicide Prevention Lifeline at 1-800-273-8255, the Trevor Project at 1-866-488-7386 or text “HOME” to 741-741. Head here for a list of crisis centers around the world.