While brother Alec prepares for his presenting stint at next week's Oscars ceremony, William Baldwin is gearing up for his next screen role.
The Dirty Sexy Money star was spotted filming scenes for US series Gossip Girl this week, and his debut appearance looks set to cause a storm.
William is entering the programme as the estranged father of New York princess Serena van der Woodsen - played by blonde beauty Blake Lively (pictured).
And while the actor will undoubtedly make a convincing father, it seems he was hoping to play a slightly younger part.
"Three years ago I would have been playing the older man in her life and now, all of a sudden, I'm playing her dad," he says.
William's episode is due to hit screens in the US on April 26.