Alexander Skarsgård is the eponymous Mr Charm, in Henry Scholfield's promo for The Rolling Stones. 

Shot in the suburban desert city of Palmdale, the video follows Skarsgård as he dives head-first into cocky choreography, sensual moments in a motel and an explosive musical number at the end, all whilst maintaining sub-zero levels of cool.

But there is one person who remains resistant to Mr Charm's insouciant charisma and constantly explosed sixpack - one young woman (played by Portuguese model Sara Sampaio). Scholfield hangs any questions or ambiguity attached to Skarsgård's character on her refusal to engage with him.

Strongly influenced by musical theatre - particularly Bob Fosse - with fantastic craft in all departments, this is Henry Scholfield back in the world where he has done his best work in music videos - from Stromae to Dua Lipa and beyond, and showing he is a master of the medium.     

And it's safe to say that Skarsgård embodies the role of Mr Charm - in all its ambiguity - with ease.