It has been said that advertising is the last step in the manufacturing process and this is a good example. Women want a fragrance to make them feel sexy. The olfactory qualities of the liquid can help. But the association of that brand with perfect bodies, largely unclothed and amorously engaged, is a crucial component of the experience of using the brand. The ad’s purpose is to provide the consumer with a sample of the experience. In this case, the sample enhances the expectation and, in fact, creates the experience.
It’s not original, but Calvin Klein has found a formula that works and sees no reason to vary it.