It's M and M: They're always ripping off-- I mean paying tribute, to someone greater. Those two are the ultimate tribute band.
But this campaign is simple and straightforward and very early-2000. It's very dynamic, striking and is the perfect branding for the label's playful, macho, glamorous, decadence. Kind of love it... (except for those always heinous eyewear shots that every label has to pimp.)