It was later revealed that Klein and Gaga created a three-minute feature film promoting the scent to the music of "Scheiße". The song was one of Gaga's choice of single from the album but was not selected by the label. She then decided to use it on the commercial. On August 14, 2012, Gaga released the official trailer of the film to be released at on September 13. On August 22, Good Morning America and Access Hollywood premiered two trailers with unseen footage from the short film.