Ricky Gervais is a funny guy, there's no denying it. The other thing about him is that he's not exactly known for his cuddly persona or for permeating an all-round niceness, like say, Ryan Gosling.
But now Ricky has revealed a softer side by fronting Cruelty Free International, a global campaign aiming to stop animals being tested on.
Today Ricky launched the worldwide appeal by starring in a video talking about the animal cruelty problem, while holding and playing with a fluffy rabbit.
In the video Ricky says: "Animal testing for cosmetics is still allowed in most of the world. That means thousands of animals can continue to die for the sake of a new shampoo.
"We urgently need a worldwide ban on this cruel and unnecessary suffering."
We've always known Ricky loves animals - he even based one of his stand up shows on them (Animals, 2003). He also wrote a children's book series called Flanimals.
Cruelty Free International is glad Ricky has leant his name to the cause, saying: "We are delighted to have the support of Ricky Gervais for this exciting and dynamic organization.
"The time has come for an international, concerted effort to finally end animal testing for cosmetics."
Part of Ricky's charm is that he'll cross the line to take the mick out of celebrities. He's always been open about loving knocking down his fellow showbiz stars a peg or two.
However he hasn't quite got it right recently. He was criticised for his presenting at the Golden Globes 2012 and before that, Ricky got in trouble for using the word "mong" on Twitter.
Hopefully this latest act will put him firmly back in American hearts.