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When it was reported earlier this year that Brad Pitt would be the face of the new Chanel No. 5 ad campaign, many were stunned due to the fact that Pitt would make history as the first male to ever do so for the famous brand.
“It’s not a journey, every journey ends and we go on,” Pitt says in the 30-second ad for the famous Chanel fragrance. “Wherever I go, there you are,” he says in a smoldering way.
The ad was shot in London this past spring – with the theme being “inevitable”– and is directed by filmmaker Joe Wright (Anna Karenina, Pride & Prejudice), who had previously worked on Chanel’s 2011 spots for Coco Mademoiselle, featuring Keira Knightley.
Many critics are poking fun at Pitt’s monologue performance saying that they can’t seem to take it seriously. So why pick a male to front one of the brand’s most famous female fragrance?
“No one, as far as I know, has ever used a male icon to promote a female fragrance,” Joanna Norman, fragrance expert at Chanel told the Telegraph. “There is a dual element: for women, there’s an appreciation that it’s something different; for boys, it makes them think, ‘that will impress my girlfriend’. It’s a brilliant example of a classic rejuvenated via a youthful icon.”
“Now, you change the slant, and say: ‘Chanel No.5 is the fragrance that men want women to wear,” said perfumer Frédéric Malle. “The optimum man is Brad Pitt. This doesn’t compromise their image; Chanel No.5 can still be considered the essence of Chanel, their Mona Lisa. It sounds obvious when you explain it, but to come up with that reasoning – they’re very good. It’s a good idea.”
What do you think of the ad?