James Franco gets wet for the new Gucci Sport ad campaign.

Said Gucci Creative Director Frida Giannini: “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.”

I can sum it up in fewer words.

Wet or Dry James Franco is walking sex.