HUGO has appointed actor and producer Zac Efron as its new ambassador.

In his latest role, Efron will star in an innovative digitally-focused, multi-faceted campaign for the brand’s iconic male fragrance, HUGO Man, encouraging younger generations to act on their passions to achieve their goals.

An intriguing mix of classic movie star and irreverent, urban edge, the brand cites Efron’s unique style, confidence, charisma and wit as making him the perfect advocate for HUGO Man’s biggest venture to date.

Described as a movement for all those who aspire to live their dreams, HUGO Man’s campaign aims to empower millennials to explore and embrace every opportunity for the ultimate prize – a life defined by their own hopes and dreams.