Samsung has put out a new, nearly three-minute commercial for the Galaxy Note 10.1, featuring (and apparently directed by) James Franco, showing us how James Franco uses the device.

Franco is presented as “the ultimate multitasker”. He engages in numerous activities while using his tablet, including a pillow fight with young girls and making breakfast.

As Samsung notes in the description, “James Franco, the ultimate multitasker, reveals how he’s able to do so much with his time and how the GALAXY Note 10.1 helps him accomplish it all.”