Sexiest man alive Will Ferrell’s SKIMS campaign gets the nod from the only critics that matter — his sons
After that SKIMS campaign, Will Ferrell just got a promotion at home — his sons now crown him the family’s style chief.
Will Ferrell just pulled a very Will Ferrell move: he landed a SKIMS campaign, but not as Will Ferrell. He did it in character as Lonnie Hawkins, the washed-up golf legend he plays in Netflix 's upcoming comedy series The Hawk. The internet is having fun with it, and so are his kids, who crowned their dad with a title he is probably not going to argue with.
The SKIMS stunt, explained
This is not a random underwear ad. SKIMS built the whole thing around Lonnie Hawkins, Ferrell's fictional pro who leans hard into faded-glory swagger and, apparently, a side hustle in fashion design. It is cheeky, it is self-aware, and it is timed perfectly to hype the show.
- Ferrell appears in character as Lonnie in SKIMS Mens latest Cotton Briefs campaign
- Shot by photographer Nadia Lee Cohen with a glossy, retro vibe
- A companion video is narrated by Kim Kardashian
- Digital billboards lit up Times Square to push it
- Sample slogan energy: 'His body says retire, his SKIMS say one more round'
What Ferrell's sons said (and yes, they went there)
At The Hawk's Los Angeles premiere on July 9, 2026, Entertainment Tonight asked Ferrell's sons, Magnus and Mattias, what they thought of Dad channeling Lonnie in his underwear. They were fully on board. Magnus joked that his father is 'the sexiest man alive' and tossed in 'GQ' for flair. Mattias, equally supportive, said their dad has 'a great body' and nailed the shoot. Ferrell later laughed that their reaction was exactly what he was hoping for.
He also gave credit where it was due: according to Ferrell, Kim Kardashian was the one who pitched the idea to feature Lonnie Hawkins in the campaign, and everyone jumped on it immediately. Smart play — it ties the brand to the bit and the bit to the show.
'People, if you don't give it to me this year, then we know the fix is in.'
That was Ferrell, still in full promo-mode bravado, joking about chasing People magazine's annual crown after the SKIMS splash.
So, what is The Hawk?
The Hawk is Netflix's new golf comedy built around Lonnie Hawkins, a once-great player whose body is not cooperating anymore, but his ego and love for the game absolutely are. In the campaign, Lonnie is presented like a retired pro (who also dabbles in fashion); in the show, he is the guy refusing to hang it up. Ferrell stars alongside Molly Shannon, Jimmy Tatro, Fortune Feimster, and Chris Parnell.
Release timing and rollout
The series premieres July 16, 2026. Ahead of launch, the cast has been out working the circuit, and Ferrell has been posting on Instagram in character as Lonnie — the SKIMS tie-in is the splashiest swing yet.
As far as hype plays go, this one is pretty clever: if the ad makes you laugh, you are already halfway sold on the show. Are you into Ferrell-as-Lonnie hamming it up for SKIMS, or is this a club too far? Let me know.