50 Cent made millions with Vitamin Water. Rihanna teamed up with VitaCoco as the new face of the brand, and now Idris Elba will star in a new campaign for the electrolyte-infused Smart Water.

The ads will appear in various print outlets, such as Essence and GQ.

The black-and-white series is shot by fashion photographer Norman Jean Roy, who has snapped Mary J. Blige and Anthony Mackie for Vanity Fair and Naomi Campbell for Vogue. In one of the ads, Elba is wearing a tailored suit, walking away from a sports car with a bottle of the mineral water in his hand.

The British actor, who is seen as a sex symbol by many, said in an interview last month that Black men in Hollywood are rarely seen as sexy. He tells The Life Files, “We’re called athletic, intense, we’re described as being the strong type, the silent type. But we’re never really described as being sexy."