^ I completely agree with you.
If this didn't feature James Franco, and I have such a crush on him so I'm thrilled that it does, these ads wouldn't be interesting in the least...and that's a shame.
When I think back to 2003 when Gucci released their Pour Homme fragrance and the campaign that came with it, also in B&W with an equally gorgeous model shot by M&M, this doesn't even begin to compare. It's not captivating.