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

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.


Aug 29, 2017
Yves Saint Laurent
Yves Saint Laurent
BETC Luxe-Paris
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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