Emily Blunt (Getty Images)
Emily Blunt for YSL Opium
In a new commercial for Yves Saint Laurent Opium, Emily Blunt strides through a dimly lit room. She's decked out in a posh black pantsuit with flawless wavy hair, sultry eye makeup and dewy lips. As she struts purposefully along, she breezes past a leopard and strokes it softly before stepping up to a pedestal on which a bottle of Opium is resting. She whisks the bottle up and as she applies a healthy does of the fragrance, she falls back ecstatically onto a chaise lounge.
Unlike many of YSL's previous Opium commercials, this sexy ad is uncontroversial when compared to the provocative dancing and simulated drug use seen in the past. The theme of addiction is still alive and well, though, with Emily's character facing symbolic danger in pursuit of her favorite fragrance. Playing with subtlety, lush colors, an opulent setting and Emily's radiant beauty, the commercial also strives to evoke all the mystery, luxury and affluence with which the brand has long been associated.
However, instead of the scent being the source of addiction, YSL wants to pin that idea on the wearer of the fragrance. The company wants to "unveil a fiery, almost reckless woman with magnetic seduction, that nobody or nothing can resist." In addition, Emily has said, "I am very honored to have been chosen to be the face of Opium...It is really exciting to embody a fragrance which has stood the test of time without its allure ever being diminished."
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