Harrison Ford Waxes His Chest – for a Good Cause

05/21/2008 at 08:40 AM EDT

Harrison Ford is pulling yet another hairy stunt.

No, it's not part of Indiana Jones and the Kingdom of the Crystal Skull (which on Sunday premiered in Cannes). This particular painful maneuver comes in a public service announcement for Conservation International.

To drive home a point about deforestation, the 65-year-old actor agreed to have his chest waxed – on camera!

"Every bit of rainforest that gets ripped out over there, really hurts us over here," Ford says, wincing as a strip of hair is yanked from between his pecs.

"I didn't have to talk him into anything," the environmental group's CEO, Peter Seligmann, told the Associated Press. (Ford sits on the group's board of directors.) "I was there when he filmed it. It really hurt. There's nothing about the expression on his face that was fake."

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