AN East Lancashire rugby World Cup hero was left shaken, not stirred, after posing as James Bond for a new advertising campaign.

Will Greenwood has recreated a series of iconic posters in his role as the new face of the Braun Pulsonic shaver.

As well as imitating Daniel Craig's brooding pout in homage to Casino Royale, Will also posed with a semi-naked model in an image based on a Vanity Fair front cover that featured Cindy Crawford and K D Lang.

And he also came face to face with a lion called Leo in a shot to highlight Will's illustrious career as a British Lion which saw him take part in three tours.

Will Greenwood, 35, who grew up in Hurst Green, was a centre in the victorious England team at the 2003 World Cup in Australia.

And Will, who was a pupil at St Mary's Hall, Stonyhurst, said the photo shoot was a lot of fun.

He said: "Being involved with this campaign is fantastic.

"Getting to pose with a real lion is also something that I won t forget for a while. I've also managed to score a couple of shavers for the rest of the England team including Kyran Bracken and Iain Balshaw, so I should be very popular this Christmas."

Fellow World Cup winners Bracken and Balshaw also have strong East Lancashire ties as both were pupils at Stonyhurst College, the Jesuit school that runs alongside the preparatory school of St Mary's Hall.

Will's mother Susan Greenwood was a maths teacher at St Mary's Hall until her retirement earlier this year.

His father, Richard, was assistant bursar at the college and persuaded current England coach Brian Ashton to go to Stonyhurst as a history teacher and rugby coach in 1980.

In an illustrious career that took in spells at Leicester and Harlequins, Will won 55 England rugby union caps and scored 31 tries during his international career.

He follows in the footsteps of sports stars such as David Beckham and Lewis Hamilton, who have both recently shot campaigns for high-profile brands.