Once in a lifetime, a movie comes along that will change the way you look at the world forever. This is not that movie, but it does have us questioning everything we’ve ever thought we knew about how fragrance commercials operate.
Typically, the perfume bottle is featured prominently in the ad, and typically, it shares a costarring role with a scantily-clad model or hunky shirtless dude (or both). But David Wain and Michael Showalter (the guys behind Wet Hot American Summer and everything else you love) have released a four-minute faux film trailer for Robert Graham’s newly released line of men’s fragrances that not only breaks every rule you thought you knew about advertising scents, it doesn’t even utter the word cologne once.
Courtesy Robert Graham