James Franco's Gucci Film Is Very James Franco

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James Franco is something of a wild card. He's managed to be simultaneously provocative (think Spring Breakers) and kind of ridiculous (à la This Is The End), all the while still earning Broadway cred in Of Mice And Men. Some may call that versatile. We call it confusing. Still, we'd be lying if we said we weren't kind of into the sensual weirdness the actor brings to his performances. Now, Franco's playing both actor and director in a new campaign film for Gucci. Or, as he promotes it on Instagram, "GOOOOOOOCHIE."

The film, set at the Chateau Marmont on Sunset Boulevard, promotes the brand's Techno Color sunglass collection. It includes many mouth-open sexy faces from Franco. It includes a make-out sesh in front of a Gucci billboard. It includes swimming underwater with sunglasses on. Below, the official campaign video — from the man who puts seven Os in the word Gucci. (Hollywood Reporter)