Ryan Gosling reportedly turned down the 'Sexiest Man Alive' award.
The annual honour, given by PEOPLE magazine was won this year by 'Thor' star, Chris Hemsworth.
The winner is required to do a cover shoot but Ryan and his management is believed to have refused it multiple times.
An insider revealed: "[The magazine] tried a few times, especially during his huge year in 2011.
"The consensus was he's too serious for it, too artsy."
However, PEOPLE strongly deny that they had ever chosen the 34-year-old actor for the award this year.
The magazine's editorial director told TheWrap.com: "While I look forward to the day when Ryan Gosling is named Sexiest Man Alive, this was not his year.
"Our 2014 honoree Chris Hemsworth was our first and only choice. If you want to know why, just look at him. I mean, seriously."
Meanwhile, another source recently claimed that Chris was not the magazine's first choice for the award.
A source said: ""PEOPLE asked Justin Timberlake, Ryan Gosling and Jake Gyllenhaal to be the pick and they all declined.
"A couple other people were offered it as well, but they settled with Chris because he's hot, but he also said yes after so many nos."