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FIRST LOOK: James Franco Reprises His Role As Gucci Cologne Frontman

02/26/2010 at 11:54 AM ET

Courtesy Gucci

Following James Franco‘s good-natured spoof of his earlier Gucci Pour Homme fragrance ad campaign on Funny Or Die, the actor is officially back in front of the camera for the Italian luxury brand’s latest scent, Gucci by Gucci SPORT pour Homme. “James Franco is perfect for this fragrance and perfect for Gucci,” the brand’s creative director, Frida Giannini, tells WWD. “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.” Shot by famed fashion photographers Inez van Lamsweerde and Vinoodh Matadin in Cannes, France, the new series depicts a very wet and chiseled Franco gazing seductively into the camera after a fully-clothed dip in a pool. The sporty fragrance, a mix of fresh citrus scents and masculine undertones like veviter, is available in stores now with products ranging from a deodorant stick for $27 to a 50 ml spray at $57. Tell us: What do you think of Franco’s new sexy campaign? —David Yi

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Showing 48 comments

Lucia on

he is HOT!

Rlp on

Damn

laura on

oooh i love james franco. hes a cutie.

Elizabeth on

I kind of miss him on General Hospital

Patricia on

Yum!

Josie on

He’s beautiful!

Gayle on

Yummy………

Erin on

Their are no words for how amazing this perfect speciman is!! Thank you Gucci!! :)

canada girl on

Very hot!!

Dottie Golding on

My question is, will James Franco be back on General Hospital anytime soon?

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