Alex Pettyfer channels tomorrow's bravery for Diesel

Barely more than a month after announcing Alex Pettyfer as its new ambassador, Diesel Parfums has revealed an advertising campaign starring the British actor and model. He features in a black and white campaign video channeling a new notion of bravery, based on defining and defending personal values.

Diesel shines the spotlight on millenials with its new campaign, focusing on the generation currently carving out the shape of tomorrow's world. The brand dubs them the "#braveoftomorrow" in its new short urban film, directed by Colin Tilley.

The film, promoting Diesel's "Only The Brave" fragrance, sees Alex Pettyfer leading a crew of sporty millennials, including dance duo Les Twins, athlete Bjorn De Klerk, DJ Jonas Blue, and longboarders Lee Juae and Cassandre Lemoine.

"Bravery is no longer only about the courage to be yourself or the courage to overcome your fears. Tomorrow's bravery is about giving yourself the freedom to be who you really are, whoever you are.... The black and white film explores how one's individual courage can also inspire and unite others," the brand explains in a news release.

Known for his role in "Magic Mike" alongside Channing Tatum, Alex Pettyfer also starred in "The Butler," "In Time" and, more recently, "Elvis & Nixon." The British star is by no means a newcomer to the fashion world, having previously featured in several Burberry campaigns.