A squad of firefighters in Mianyang, in China's Sichuan province, are the ones turning up the heat instead with a sizzling series of promotional posters.
Many of the posters feature the group of firemen topless showing off their muscled and toned physiques, and sweaty bodies - seemingly from being engulfed in flames.
Others show the men posing in front of their fire engines or in action with their firefighting equipment.
According to Hong Kong news and entertainment site On.cc, the photoshoot was completed in one week and was inspired by various film posters.
The posters aim to demonstrate the firefighters' strength and bravery in the face of danger.
Photos of the posters have been widely shared on Chinese social networking site Weibo.
The posters have been well-received online by females, reported English-language tabloid site Shanghaiist.