Givenchy has launched their latest men’s fragrance, Play, with Justin Timberlake fronting the advertising campaign.

The black and white images features Timberlake looking pensive or playful in a series of ads which has him in a recording studio, on a balcony, and of course lounging around on his private jet.

The campaign was photographed by Tom Munro and much of the feedback so far online is that of shock, not so much because Timberlake looks bad, but because the pairing between the Sexyback singer and the French fashion house is rather unexpected.

Which begs the question, are we buying the fragrance because it smells nice, or because we want our men to “smell” like Justin Timberlake?