David Lynch to Direct Perfume Ad for Gucci

Which is the sadder statement?

David Lynch will direct a perfume ad for Gucci.

or

Gucci is owned by Procter and Gamble.

From the press release:

Lynch was selected for his holistic ability as an artist, his professional experience and knowledge, his never-ending research for beautiful images, his use of music and his modernity.

Just splash a little behind your ear.

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