People reports that Gucci asked actor James Franco to be the face of its new fragrance.
Franco posed for the Gucci by Gucci SPORT pour Homme fragrance for the Italian luxury brand.
Gucci Creative Director Frida Giannani said, "James Franco is perfect for this fragrance and perfect for Gucci. He personifies the sort of nonchalance and unforced appeal that is most attractive in a man. In the advertising campaign, he captures the fragrance’s casual, modern and masculine air."
The campaign was directed by photographers Inez van Lamsweerde and Vinoodh Matadin and the photo session took place in Cannes, France.
The ads show the actor coming out of the water, fully clothed, with a very seductive look.
The Gucci by Gucci SPORT pour Homme fragrance is already available in stores. It comes in several products including deodorant.