Yves Saint Laurent Tells Us Why We Need a Male Fragrance Called Y

Campaign Explores the World of Why With Three Guys Who Perform, Sculpt and Do Research

By Laurel Wentz. Published on Aug 29, 2017

Editor's Pick

Instead of using a model in the launch spot of Yves Saint Laurent's male fragrance Y, the campaign features three guys who look like moody male models, but are really a recording artist, a sculptor and a researcher. As they perform, sculpt and research, a male voiceover explains the meaning of "Why," or maybe Y, in prose that is meant to sound a poetic note, but seems a bit pretentious. ("Why can build new worlds. And the more I ask why, the more I dare to become.")

The tagline is "Everything starts with a why." And of course the fragrance is targeting … Generation Y.

The work is from Yves Saint Laurent's agency BETC Luxe, the luxury goods division of Havas's giant Paris shop BETC.

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Aug 29, 2017
BETC Luxe Paris
Yves Saint Laurent
Creative Director:
Guillaume Rebbot
Fanny Buratto
Maud Lepetit
Art Director:
Julie Richard
Manu Cossu
Production Company:
Music Track:
The Isle of Arran (Loyle Carner)

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