For the first time in a while, Yves Saint Laurent is launching a fragrance. A new fragrance called Y. Y is a male fragrance made for the Generation Y. The product is being introduced with a commercial created by BETC Luxe. And rather than using a model as spokesperson for the campaign, a trio of three young men has been selected to act as ambassadors of the fragrance. A recording artist, a sculptor and a researcher are featured in the half a minute long film shot by Manu Cossu (Iconoclast) with a voice-over explaining the meaning of the Y:
Yves Saint Laurent presents WHY.
It makes everything possible.
Why follow old paths when I can create new ones?
Why have dreams if I can’t fulfill them?
Why is not a weakness. It’s a strength.
Why can break down walls.
Why can build new worlds.
And the more I ask why, the more I dare to become.
Everything starts with a why.
Credit
Brand: Yves Saint Laurent
Ad Agency: BETC Luxe
Creative Director: Guillaume Rebbot
Creatives: Fanny Buratto, Maud Lepetit
Art Director: Julie Richard
Director: Manu Cossu
Production Company: Iconoclast
Music Track: The Isle of Arran (Loyle Carner)