According to WWD, Jacobs blames the racy ad on his business parter Robert Duffy.
“Robert and I work closely with Coty on these projects, and he said, ‘Marc, you look so great now — you should be the model for men’s fragrance.’ My immediate reaction was, I don’t know. But then I came to see that it made sense. Men’s fragrance, unlike women’s in a certain way, is very personal. It’s a layer on top of skin — for women, it can be like changing a makeup color, but not for men.”
As for the ad itself, Jacobs credits photographer Juergen Teller for the vision.
“Once I agreed to be the model, I couldn’t see what I would wear to express this. We tried it with clothes, but it didn’t work. Then Juergen [Teller, who shot the campaign] had the idea for the silver Mylar, and it all came together. The silver Mylar also gives it that flash, that bang.”
And in case you were wondering, Jacobs and the team at Coty have also shot a couple less salacious campaigns for the midwestern states and Middle East.