In this advert, despite them both being famous, Scarlett Johansson is playing a passive role while Matthew McConaughey is more active. She is positioned so far to the left of the photograph that part of her body is not in the frame. Also, in this picture she is responding to the male in the picture.
Furthermore, the positioning and gestures of the models suggest a close relationship between them. The male appears more dominant in the relationship and the female is positioned to appear as something that is just accompanying the male. The focus of the whole advert is what the male is doing rather than both models playing an active part.