Gordon Brown, sometimes described as dour and sombre, has made it into a list of the world's 100 sexiest men.
Mr Brown is showing his "softer side" said Ms Johnston
The chancellor's serious demeanour appears to have struck a chord with readers of NW (New Woman) magazine, who voted him in at number 97.
Editor Helen Johnston said people had seen a more human side to the "Iron Chancellor", who is favourite to succeed Tony Blair as prime minister.
But his Tory rival David Cameron beat him at number 87, up five from 2006.
The top places were taken by more traditional heart-throbs. Recently revived boy band Take That snatched first place, followed by James Bond star Daniel Craig and fellow actors Johnny Depp, Orlando Bloom and Jake Gyllenhaal.
Mr Brown and Mr Cameron were the only politicians to feature in the list, voted for by more than 10,000 readers.
Mr Cameron was rated higher than Richard Madeley, Simon Cowell, David Hasselhoff and England football captain John Terry.
At age 55, Mr Brown is the oldest entrant on the list, but his efforts to present a lighter, more approachable image appear to have paid off with NW readers who voted him ahead of Arctic Monkey's front man Alex Turner, 21, Kate Moss's partner Pete Doherty, 27, and Radio 1 DJ Chris Moyles.
Ms Johnston said: "With regards to Gordon Brown sneaking in for the first time at 97th, power is undoubtedly an aphrodisiac, but we've seen a softer side to the Iron Chancellor recently and women definitely respond to a more human approach.
"But 97 is still a long way from No 10."