Just when you thought you'd heard enough of Hollywood ego-massaging, here's a prime example of something not many would have anticipated: two high-profile, cover-gracing stars giving pep-talks and priming up one of their friends, a la Rocky [yes, do imagine a gymnasium, complete with sweaty towels and Eye of the tiger], to compete for first place in a premiere magazine's annual poll of, well, himbos. Wink, wink.

Brad Pitt, reports Ananova.com, is coaching Matt Damon to become People magazine's 'Sexiest Man Alive.'

This year's list had a special mention for Damon, but the Bourne Identity star lost the top honour to Jude Law.

A previous winner, Pitt is convinced his pal is secretly upset he didn't make the cover of the magazine, so now he's launching a campaign to get Damon on top for 2005.

Pitt was quoted as saying, 'I think Matt was shaken by it. He campaigned hard; he put up a good fight. The kid really tried his best and I think it was toughest on him. If he sticks with it and keeps applying himself like he has been this year, we'll see some greatness from him next year.'

'George Clooney and I have started a class as former Sexiest Men Alive,' Pitt added, tongue firmly in cheek. 'We're working with the young 'uns.

'Jude was at the top of his class immediately. It was obvious to us that he was a natural. But we have great hopes for Mattie that he'll get there.'

Pitt, Damon, and Clooney all star in the upcoming Steven Soderbergh heist sequel, Ocean's Twelve, coming to theatres in December.

Photographs: Getty Images