In love? Or on drugs?

These men's cologne commercials are always hilarious. The men are always handsome, but often just on this side of androgynous.  In this case it seems to be an wildly narcissistic Anthony Perkins-type in doubtful pursuit of the truly gorgeous blonde. Like so many GQ commercials he's too deadly serious and doesn't seem all that interested in hooking up with anyone. Obviously the director went straight to the black and white cliche because it suggests something, but what? Plus cologne names these days frankly stink. What the hell does One Million mean? Nothing. These days it's not a princely sum of money. It doesn't summon up visions of romance. It isn't the same as "one in a million". So what am I missing?