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 newest scent, Gucci by Gucci SPORT pour Homme.

The brand’s creative director, Frida Giannini, 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.”

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.

The man is completely edible, no?