an Ad a Day

A look at the marketing that surrounds us.

YSL La Nuit de L’Homme: Like a Drug

Posted by Rosepixie on October 18, 2009

This ad for YSL La Nuit de L’Homme was found in a men’s magazine.

YSL La Nuit De L'HommeYSL La Nuit De L'HommeThe text reads:

La Nuit de L’Homme

YvesSaintLaurent

The New Men’s Fragrance

A story of seduction, intensity and bold sensuality.

Bright, masculine freshness combines with sophistication and nonchalance for a deep, mysterious and sensual fragrance.

Apparently perfumes and colognes exist for one purpose – to exude sexuality – and this one is no different.  What weirds me out about this particular ad is that the women in it are kind of breathing in the man, as if he were exuding some intoxicating smoke.  It looks like he’s a drug that they are partaking of (and not for the first time, either).  He’s just sitting there, casually and passively, letting them huff him.  And in exchange for being their drug, he gets to feel up a weird disembodied female leg that we don’t get to see the owner of.  He doesn’t seem to have any more agency or control over the situation than the women do.  It’s a very weird and kind of creepy scene.  I get why the company would think that a scene showing a man surrounded by beautiful women would sell their cologne.  That makes perfect sense.  What seems weird to me is that the guy is so zombie-like, as if the cologne has drugged him as well.  You would think that a man who would want to be so surrounded by beautiful women would also want to be somewhat cognizant of the situation and in control of the situation, but this is quite the opposite.  They remind me of puppets or mind-controlled people.  Not really something I want a product to do to me (or imagine that a guy would want in a product).

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