Cooper Hefner, son of Playboy founder Hugh Hefner, is drawing up plans to run for office.
The 28-year-old is making a serious bid for the California Senate, having launched an exploratory committee to test the waters before officially throwing his hat in the ring.
"I am deeply concerned about my community and our government and believe that right now it's essential for new individuals to step forward and propose new ideas," Hefner tells CNN.
"I would not be on this road if I did not feel strongly that there was an opportunity to win and as a result, make a difference."
Cooper is the youngest son of entertainment mogul Hugh Hefner, who passed away in 2017. He worked as chief creative officer at Playboy Enterprises in 2016.
He left his father's business in 2019 to set up his own media company. He also joined the United States Air Force Reserves last year.
"It's important for me to differentiate between a career politician and a public servant genuinely interested in advocating and working for people. I'm not engaging in this to be a career politician. I'm not walking down this road to serve myself," he tells The Hollywood Reporter.
Cooper, who married Harry Potter actress Scarlett Byrne in 2019, also has experience as a teacher at his alma mater Chapman University.
Bettering education, providing housing for the homeless and ensuring fair pay are among his platforms.
"I am concerned about my community and our government institutions, now more than ever before. The last several years I have asked myself, 'What more can I do for others?' For me, that answer manifested in working with local and national NGO's to develop organisational strategy and as of last year serving as an Airman in the United States Air Force Reserve; however, I felt compelled to do more.
"It became clear that working to serve the public good and engaging in delivering innovative solutions to the complex problems facing our communities was the right road for me."