Fresh off his Funny or Die sketch spoofing his first round of ads for Gucci comes James Franco’s new ad promoting the fragrance Gucci by Gucci Sport.

The ad features Franco emerging from the water in a wet T-shirt.

“James Franco is perfect for this fragrance and perfect for Gucci,” the company’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.”

Franco made headlines earlier this week when a clip of his award-winning short film, the adaptation of the gay poem The Feast of Stephen, hit the Web. The erotic film features naked young men playing basketball.