Lady Gaga can be really annoying and has the tendency to buy into her own bullshit, but most of the time she makes really interesting pop art. Such is the case with her new ad for Fame, the perfume she’s releasing (which she says smells like “the black soul of fame,” whatever the fuck that means). Directed by Steven Klein and produced by Ridley Scott (woah), it’s dark, it’s creepy, it’s…Lady Gaga.