Justin Bieber has released a new short film to promote his latest fragrance, The Key – just in time to boost holiday sales.

The three-and-a-half minute short was directed by Peter Glanz – and the fragrance bottle is the star.

In the film, three women are holding the bottle, removing its key necklace – and holding it in their hads while they fall asleep. Find out what else happens, here.

The Key is Bieber’s third fragrance, and it launched in July 2013. Here’s a close-up of the bottle.