Hasta La Creative!

Here’s one way to get attention with a gender-themed advertisement.

The fashion website Parisian Gentleman just unveiled its first commercial, and it has an unusual premise indeed: It posits that in a “world without gentlemen,” women would lose all refinement and act like uncivilized creeps—farting, puking and pissing their lives away in an death spiral of self-debasement.

But not in a bad way, says Parisian Gentleman! Indeed, the site claims the ad, from DLV BBDO in Milan, simply captures the “humor, courage and spirit” of its brand. The tagline at the end of the film explains the thinking more directly.

Whether you read it literally (men don’t exist in this fantasy world) or figuratively (they exist but aren’t “gentlemen”), the message seems to be that women rely on men to set the example—and would be lost without it. Or maybe it’s saying that without elegance, everyone just turns into a dude.

Have a look, and see what you think. The spot is NSFW because of brief nudity.