Madonna has released her first album in four years, MDNA, and with it, the queen of pop has a raunchy ad for her new perfume, Truth or Dare.
The 30-second spot in which Madonna’s first fragrance, Truth or Dare by Madonna, plays second fiddle to its creator and protagonist, is typical of the style and aesthetic for which the singer has become so well known.
Writhing in ecstasy, half naked in a throw-back to videos for Vogue, Human Nature and most recently, Girl Gone Wild, the 53-year-old flirts for a soft focus lens that shoots flickering black and white vintage-inspired film.
The advert comes 20 years after the similarly titled 1991 documentary Madonna: Truth or Dare and 1992 release of the controversial coffee table book, Sex, on which she collaborated with Fabien Baron.
Mr Baron also had a hand in the video advertisement for the new perfume in which Madonna sings: ‘I know I shouldn’t act this way, I know good girls don’t misbehave, but I’m a bad girl.’
Despite the suggestive content of the ad, the fragrance was concocted as a tribute to the singer’s mother who died of breast cancer in 1963.
A press release that features an explanation from Madonna herself about the idea behind the scent said: ‘My oldest memory of my mother is her perfume. I carry it with me everywhere. She always smelled like Gardenias and Tuberose. An intoxicating mixture – feminine and mysterious.’
But the statement also revealed that the perfume contains a blend of ‘narcotic florals, balanced with smells of wood and vanilla’.
The bottle meanwhile plays ‘the Truth or Dare duality – a classic and sophisticated shape, with modern and edgy detailing.’
Madonna collaborated with perfume maker Stephen Nilsen on the scent that will be distributed by Coty, Inc.
Initially available exclusively at Macy’s for the month of April it will then enjoy a global launch in May.
Madonna has already been in the headlines this week following the debut of her racy new video for Girl Gone Wild which was banned for under-18s by YouTube for its inappropriate content.
Unsurprisingly to anyone familiar with the star’s bold artistic choices, the Material Girl appears gyrating in hot pants surrounded by a bevy of topless, homo-erotic dancers.
Recalling the ban of Justify My Love, the Madonna’s spokesman Liz Rosenberg noted in response to YouTube’s decision: ‘Some things never change.’
One wonders when the Mighty Madonna will slow down. And why she still insists on playing a sex kitten when she is in her 50s.
Written by Victoria Wellman, this article originally appeared in the Daily Mail