How I know James Franco smells good

My boyfriend, James Franco, is doing so well for himself these days. His new video campaign for Gucci by Gucci was just released.

It's not hot pix of him getting naked with Sean Penn, but it will have to do until "Milk" comes out. But is it just me, or do these commercials feel like they were directed for laughs by Judd Apatow? How on earth did my boyfriend, James Franco, keep a straight face during filming?