Chanel premiered the new Chanel N°5 ad featuring Brad Pitt. Contrary to the usual format, this is the first fragrance ad campaign featuring a man for a women’s fragrance. When I first heard that Brad Pitt was the face of Chanel N°5 I wasn’t in love with the idea and when I first saw the ad it was not my favorite. But, the more I think about it, the more I like it. It’s lingering on my mind – very much like the scent of Chanel N°5.
The ad features Brad Pitt – and the only thing close to special effects is the play on light. Sometimes he’s well lit and sometimes there’s a bit more of shadow. He stand looking off speaking abstractly, but then you realize he is talking about a woman who is as he says “My luck, my fate, my fortune…” Though he may be apart from his lady, her memory and her scent is always with him.
The new Chanel N°5 ad is directed by Joe Wright, the director of Atonement, Anna Karenina and the two Coco Mademoiselle ads featuring Keira Knightley. Wright was commissioned to direct several short commercial films each evoking the memories, thoughts and dreams of a man being seduced by a fragrance. In short, Wright stated, ““Each resembles a short poem.”
Though many of the comments on Youtube are less than complimentary, now that I’ve had some time to watch the ad a few times I think that the comments of naysayers are nearsighted. First, when people are confronted with something different, the knee-jerk reaction is always negative. When confronted with something unfamiliar people feel uncomfortable and it’s easier to say you don’t like something rather than think about what it is that you like or dislike.
More importantly, I think that selling a women’s fragrance by having a man talk about a woman and her fragrance is really smart. Wearing perfume is one of the oldest tricks in the play book of seduction – hearing a man talk about how successful a scent is sounds like a really clever way to market it.
What do you think about the new ad?? Comment below!