It looks like digital B/W hence the softness, despite the softness he starts to look very old in my opinion. Printing the image a little harder to give it an edge would look better. Maybe they were afraid that too much of an edge would scare their target costumers, women.

On an personal level I prefer the Audrey Tautou ad even though she uses a digital camera it's a beautiful ad campaign and commercial.

Dominik