The storyline for Liam Payne's new Hugo Boss fragrance ad is pretty simple: he works on the chasis of his classic car -- somehow managing to not get this crisp white shirt dirty at all -- his bros come to visit and they take the cherry red BMW out for a ride while filming scenes around town. Liam then spots a gorgeous blonde on the subway platform as she slides away on the train, but they are somehow reunited on a rooftop, embrace, he takes off his shirt to kiss her and the 30-second meet cute ends with Payne playing a show for a packed club.
You know, the usual. Payne debuted the clip on Wednesday (Jan. 22) with the message, "Proud to show you my first campaign for HUGO fragrances!" The tagline for the Hugo Now campaign from the "Strip That Down" singer is "My Time is Now," which Payne repeats in a voiceover. "My past got me here. My future is yet to come. My time is now," he says over a pulsating soundtrack.
Payne teamed up with Hugo Boss for a risqué underwear campaign last year in which he appeared totally nude, which the singer admitted made him worry, "my mum is going to kill me." The former One Direction star released his 17-track debut solo album, LP1, in December.
Watch the ad below.