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.