Black XS L'Exces features punk star Iggy Pop

Paco Rabanne's new commercial for Black XS L'Exces features punk star Iggy Pop.

I'm sure they have researched the market and tested the concept and talked through endlessly all the various scenarios.

And I understand they want to attract a young audience by being shocking.

But if I asked you the simple question:  "what does punk rock smell like" what would you say?

Iggy Pop himself is no doubt a very clean and fragrant person.

And  I know many agencies discount the idea of subliminal impressions.

Nevertheless I come back to the question:  "in your mind what does punk rock smell like" ?