EXCLUSIVE: Behind the Scenes at Josh Holloway's Sexy Cool Water Shoot

01/15/2010 at 09:22 AM ET

Courtesy Davidoff Cool Water

Josh Holloway is venturing into modeling again, stepping in front of the camera for the second time for Davidoff Cool Water cologne for the scent’s newest campaign. The ads will feature the 40-year-old star looking tanned, buff, brooding and shirtless with the sea as a backdrop — just like his character Sawyer on Lost. “I am very honored to represent Davidoff Cool Water again for this new campaign. Cool Water represents power, masculinity and freshness. That’s what the ocean is to me. The power of Cool is back!” says Holloway in a statement. The Hawaii resident and extreme-sports fan continues, “I love Cool Water because it is simple, powerful and timeless. To me, the Cool Water man is not someone who is trying to be cool, he is someone who is comfortable with his masculinity.” The campaign was shot by famed fashion photographer Mikael Jansson on the luscious beaches of Hawaii, with the ads breaking this week. Tell us: What do you think of Josh’s new Davidoff Cool Water shoot? – Emily Hsieh

Courtesy Davidoff Cool Water

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Showing 47 comments

Chris Bascomb on


leslie on

Ok, what is with the guy in the speedo to the right, in that last picture? LOL

Jill K on

Ha, that’s what I was wondering!

Madelyn on

He is SMOKING hot. Can’t wait for LOST to come back and I can’t wait to get my weekly fix of Josh.

amanda on

haha…i thought the same thing, leslie….i’m like: what, was he just taking a dip and happened to swim up on a photo shoot? lol

Robyn on

Forget about Josh – gimme some of the Speedo guy. Mmmmmmmm.

Treva on

I am sorry, but he never did anything for me. He doesn’t look hot to me, just wet. I never understood why so many women were chasing him on LOST, he just is not attractive

Nancy on

NOW this is what i call MODELING
His wife is lucky and now his little
girl toooo

Catherine on

Treva, what are you smoking??? Josh is one of the hottest guys on TV! I can’t wait to see him on Lost in a few weeks! So sorry the show is ending this year.

Blue on

@Treva: Migosh…are you crazy? Ok..I would understand if you brought up why girls would go ga-ga over the Jonas Brothers but JOSH HOLLOWAY??? Isn’t it OBVIOUS how YUMMILICIOUS he is??? Maybe these pictures don’t do much justice. Go find his pictures on other sites. He is DROP DEAD yummy!!

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