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May 22, 2008 11:33 am US/Eastern

Ford 'Landscapes' Chest For Conservation Intl.

Indiana Jones Actor Has Chest Waxed In Pro-Rainforest Public Service Announcement

NEW YORK (CBS) ― He's cheated death and survived epic adventures as Indiana Jones. But now Harrison Ford is enduring some big pain in real life - by waxing his chest for a good cause.

Ouch! Ford had his chest waxed in a new public service announcement for Conservation International advertisement to help the environment. Ford, who sits on the board of directors, approved the idea himself.

The superstar actor showed some genuine discomfort as the woman "landscaping" his chest yanked away.

"Every bit of rainforest that gets ripped out over there, really hurts us over here," he says in the 30-second ad.

Ford's appearance as a spokesman for the group's cause comes on the heels of his much anticipated role as Indiana Jones. The current media trail surrounding the star was taken into consideration when the ad was planned.

CEO Peter Seligmann was quoted confirming Ford's expression of pain, saying:

"I was there when he filmed it. It really hurt. There's nothing about the expression on his face that was fake."

(© MMVIII, CBS Broadcasting Inc. All Rights Reserved.)

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© MMVIII, CBS Broadcasting Inc. All Rights Reserved.