The “OFFICIAL TRAILOR” for Lady Gaga‘s perfume came out today, and it’s every bit as fashion-y and weird as we’d hoped it would be. It’s got stylized, unsexy sex stuff, alien spaceship interiors, Gaga screaming in various vinyl get-ups, etc. As perfume ads go, it’s pretty neat!
Key phrase: as perfume ads go. But nothing can ever be just a perfume ad with Lady Gaga; she must turn it into a story of personal ascendency in which she is the underdog. So it’s accompanied by a letter in which she frames this thirty second perfume ad as her triumph over all the bad things that have happened to her this past year, most of which were the result of bad people trying to bring Lady Gaga down:
Today is a really happy day for me. The past year was a challenge, and I’m so happy to have my spirit back. I felt in chains at times. Whether is be the record label disagreeing with me on single choices, or directors who could only create an idea of “gaga” or what i’ve “done before” and not able to move forward, and there was also of course the incessant dragging of the most important single of my career in dead-beaten-horse-mud. Then there were all the personal moments. Betrayed by lifelong friends, mentors I’ve had for years suddenly taking advantage of me, and a massive struggles with my body image.
I’ve grown and left most of these things behind, the monsters of fame are very real. But I wanted to thank you for baring with me a little bit. Today’s film is what happens when there is love and respect amongst creatives, teams, management. This project was run solely by the HAUS OF GAGA, ATOM FACTORY, AND STEVEN KLEIN’S fantastic team. I am feeling blessed to have removed those from my life driven by money and luxury, its all about the art of it. I feel free today.
Thank you for always being there for me monsters.
I love you.
Translation: “If you don’t buy my perfume, the bullies win!”
For those who are interested in such things, the letter is a veritable slew of blind items she is practically begging you to investigate. Which mentors tried to take advantage of her? What was the most important single of her career? Why does the tiniest lady in the world have a negative body image? Who cares! All that matters is that she is now surrounded by people who make perfume commercials out of sheer, creative, joie de vivre, and not because perfume needs commercials in order to convince people to buy it. She still hopes you will buy it, though. Support the arts! And the wealthy, underdoggy megastars of the world. They need you.
(Via Little Monsters)