The Cannes Lions International Festival of Creativity is all about how different creative communications, marketing and advertising brands reach their audiences. And if you've ever seen a Cosmo cover, you know the magazine's approach boils down to one three-letter word. So how did Cosmopolitan's editor-in-chief Joanna Coles kick off her Cannes Lions sit-down with Channing Tatum?
"What is your relationship with sex?" she asked point-blank in a Facebook Live interview the mag streamed on Wednesday, June 23.
Channing, who's been married to actress Jenna Dewan Tatum for seven years, took the ice-breaker in stride.
"I like it," he said. "Me and sex are friends."
The "Magic Mike" star went on to explain his belief that sex is a bonus, of sorts, to loving someone special.
"It's not a means. It should be something that enriches your life," he mused. "It shouldn't be the only reason you're in a relationship."
When his interviewer dug a bit further for details, Channing initially reverted back to humor.
"I just lay down. Sometimes I nap. She's really athletic," he joked.
Eventually, though, he found a way to explain what keeps things positive in the bedroom for him and Jenna.
"We get down," said Channing. "Me and Jenna have a great sex life. We communicate very well."
For evidence of that love and communication, look no further than Channing and Jenna's Instagram accounts, which frequently feature peeks at the myriad ways they've shown one another how much they care over the years.
When Channing turned 36 in April, for example, Jenna's birthday gift of a camping trip with their daughter, Everly, and a new pet -- a rescue horse named Cajun -- got some love along with a bit of insight courtesy of Chinese philosopher Lao Tsu.
"'To love someone deeply gives you strength. Being loved by someone deeply gives you courage,'" she wrote alongside a photo from their b-day getaway. "HAPPY BIRTHDAY TO MY LIFER ❤️❤️❤️," she added.
Other celebs making a splash at Cannes Lions this week have included Coldplay frontman Chris Martin and his ex-wife/pal, Gwyneth Paltrow, who traveled to France to discuss her website GOOP, but also made time to support Chris at his conference performance.
Next spring, Channing heads to Las Vegas to debut a live version of "Magic Mike" at the Hard Rock hotel.