It has been a long time since Yves Saint Laurent launched a fragrance. So here's the latest under Saint Laurent's signature and called Y.
Y is a male fragrance made for the Generation Y (those who were born in the 1980s and 1990s)
The product is being introduced with a powerful commercial created by Paris-based agency 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.
Hiip-hop musician Loyle Carner, sculptor David Alexander Flin and artificial intelligence researcher, Stanford University grad Alexandre Robicquet were selected as the faces of the advertising campaign--in print and TVC. They feature in the half a minute long film shot by Manu Cossu (Iconoclast) with a voice-over explaining the meaning of the Y, which plays on the Gen Y as the symbol of the youth; it's of course the question why? but it's also the first letter of the first name of the late designer Yves Saint Laurent. British MC Carner provides the distinctive soundtrack with his song The Isle of Arran, from the Mercury Music Prize-nominated album Yesterday’s Gone.
A sexy and charming spot that embodies the spirit of youth supported by this motivational text:
"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."
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)