When you see a hip rock band playing in a grungy New York club, your mind naturally gravitates towards one primary thought: I have got to find a way to smell like that lead singer. So Julian Casablancas, ten-year scion of NY cool as lead singer of the Strokes, was of course a natural choice to promote a French perfume. Azzaro's "Decibel" line recently featured Caslabancas in one of their commercials—ahem, adverts—in which he sings to a rapturous crowd, then goes for a quick stagedive. It ends with a voice intoning "Decibel—le nouveau parfum pour homme d'Azzaro," which means "Decibel—The number one perfume for hipsters stuck in the early '00s" in French. Bizarre.