Lifestyle Home The Property Brothers Are Asking Fans to Post Unflattering Photos of Their Faces on Instagram — Here's Why By Mackenzie Schmidt Mackenzie Schmidt Mackenzie Schmidt is the Home and Travel Editor for PEOPLE. She's worked at PEOPLE for over five years as a writer and editor on the Lifestyle team. People Editorial Guidelines Published on March 22, 2017 12:16 PM Share Tweet Pin Email We independently evaluate all recommended products and services. If you click on links we provide, we may receive compensation. Learn more. Photo: Slaven Vlasic/Getty Attention HGTV lovers: #Brofreeze is the hashtag you didn’t know you needed. Jonathan Scott, 38, took to Instagram on Tuesday to share a photo with his many fans. But it isn’t a beautifully made over room or a throwback snap of him and twin brother, Drew. It’s an unflattering screen grab of a face most other celebrities would probably like to forget they made on camera. In the post, the TV contractor explains that not only does he want to have the brothers’ fans gaze upon his less-than-cute visage in their Instagram feeds, he’d also like their combined 1.5 million followers try and find the least appealing faces they’ve ever pulled over the countless hours of HGTV footage they’ve appeared in. WATCH: Property Brothers’ Jonathan Scott Answers Your Burning Design Questions and Admits to His One Design Faux Pas https://www.instagram.com/p/BR6rLyvAMIm/?taken-by=mrsilverscott&hl=en FROM COINAGE: Why Locking Yourself Out is Super Expensive – And the Literal Worst In the post, Jonathan explains that the photo is kicking off a contest called #BroFreeze. The instructions to enter: “Watch any of our shows, pause, snap & post using the hashtag,” he writes. Five winners selected by the Scotts will receive an autographed copy of their book, Dream Home. So far, fans seem unwilling to shame their favorite stars. The hashtag only has 26 posts. https://www.instagram.com/p/BR60tXRghWH/?tagged=brofreeze&hl=en https://www.instagram.com/p/BR68d7qlqs5/?tagged=brofreeze&hl=en Property Brothers‘ Jonathan Scott Admits His Bedroom Is a Popular Spot: ‘Everybody Wants to Try My Bed For at Least One Night’ It’s not clear why the well-coifed hosts are hoping to propagate unbecoming photos of themselves on the internet. The notorious pranksters might say it’s about not taking themselves to seriously. But it could also be a tactic to temper the, ahem, enthusiasm of their female fans. (We don’t think it’s working.)