Oh Look! James Franco Also Made a New Gucci Video

That James Franco -- he's always up to something, isn't he?
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Nora Crotty
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That James Franco -- he's always up to something, isn't he?

James Franco's been in the news quite a bit lately, what with him being outed as the only person in the world to have ever taken advantage of Instagram's direct messaging service, ever... plus some other stuff. Today, he's back on our radar for something a little less cringeworthy: A new Gucci campaign video for the label's "Techno Color" eyewear collection, both directed by and starring the outspoken actor.

The 30-second spot sees Franco and model Natalia Bonifacci (who is apparently 28, you guys, so stop worrying) driving in cars, making out on a billboard, walking through a bamboo-laden pathway, seductively sipping on cocktails, pensively staring off into the distance, and swimming underwater -- all while wearing expensive eyewear. Life is beautiful.

Franco's appeared in a slew of ads for the Italian fashion house since 2009, including 2013's Made to Measure fragrance campaign, along with producing "The Director," last year's documentary about Gucci creative director Frida Giannini -- who's undoubtedly loving all the recent press.