Yves Saint Laurent has launched a new men’s fragrance called Y and with it a global ad campaign it’s calling “The Anthem Of The Generation Y”.
The product is being introduced with a powerful commercial created by Paris 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.
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. Check it out below:
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)