In an era when Lady Gaga holds the title at Polaroid, it’s no surprise that Diet Coke has hired Jean Paul Gaultier as its celebrity creative director. With the role will come special-edition bottles and cans, new retail displays, etc. No, what’s strange is that Gaultier has already produced a trio of two-minute web videos for the brand, and they’re pretty freaking weird. In each clip, he plays “The Serial Designer,” an outlaw savior of sorts to marionette women with fashion emergencies.
The puppets make the ads odd enough, but in one, romance-themed video, Gaultier sips a Diet Coke, gets a wild look in his eyes, and then brazenly undresses one doll and clothes her in one of his own designs, to her delight. Later, the toy’s shrink asks her whether she “intends to press charges,” and she replies, “Are you crazy? Heaven knows how Jean Paul has transformed me into a real woman!” Now, the pressing charges bit is kind of a catchphrase for the series — the joke is that Gaultier sneaks in and forces his clothing (and Diet Coke!) on ladies — and we’re talking about puppets, here. But even so, are we the only ones who detect a somewhat troubling undertone? Watch the videos after the jump and let us know what you think.
“The Serial Designer thrills
“The Serial Designer rocks out”
“The Serial Designer stars in a romance