Gucci Guilty

Ah the forever strange and wonderful world of fragrance advertisements. 

This time, Jared Leto takes the plunge and it’s by a director who he calls a “maverick”. 

If anyone can help me understand this story, it would br great. To me, it looks like a guy who is having a love affair with two women.  This may explain what drew Leto to the project the sly dog. Also it may explain the sale’s line “Guilty Not Guilty”. 

What do you think about this ad? Is it a masterpiece in storytelling or just arty farty trash?