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The Smell of Success


Perfume ads have been teetering on the brink of self-parody since the famous black-and-white spots of the mid-80s, but things may have reached a new level. This still is from an ad for a new perfume called Greed, which does not exist. Or, more specifically, it’s from an ad for an ad for Greed, directed by Roman Polanski and starring Natalie Portman and Michelle Williams, which will be hitting the internet next week.

It’s part of a project from Italian Artist Francesco Vezzoli, who specializes in absurdist advertising, including a trailer for a fake movie and election ads for a nonexistent candidate. Now he’s moving to the big leagues: an imaginary luxury perfume campaign. Of course, he needed a little help, so he enlisted Polanski to give him a bit of continental cred. You can see the 30-second pre-trailer here, and the full trailer will post to the same spot next Tuesday.

In the meantime, we’ll just have to wait in ecstatic anticipation.