Jared Leto will snatch your soul in new Gucci Guilty ad campaign

If experimentation is a crime, then Jared Leto is guilty.

Gucci Guilty, to be exact.

The actor — who was dubbed the new face of the best-selling fragrance in December and has since courted the luxury brand on the red carpet — stars in Gucci's steamy new ad campaign.

Shot in and around a baroque Venetian palazzo by fashion photography titan Glen Luchford, the ad sees the Suicide Squad actor and models Julia Hafstrom and Vera Van Erp exploring the hidden parts of Venice… and each other.

"We were talking about how much fun it would be if one day you were told that you inherited a villa in Venice from a distant relative and what that would be like," Leto tells Dazed and Confused magazine. "How you could come to a city like this and rediscover or reinvent who you are. One way to think about it is to just ask ‘What if? What are the possibilities here?’"

"I think there is a lot of intrigue here," he continues. "And I am curious to see what people take away from it."

Sex, Leto. People will take away sex.

But according to the global director of Gucci Beauty at Procter & Gamble, Luis Miguel Gonzalez Sebastiani, that was precisely the brand's aim.

Broaching the campaign's target Millennial group, Sebastiani noted: "They are ready to break conventions. They want to express their individuality, and when they indulge in any type of pleasure, they don’t do it with guilt. The campaign focuses on emancipated sexuality."

Hence its tag, #GuiltyNotGuilty.


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