Brad Pitt wants to know where you’re going — “you,” being a 91-year-old perfume. The actor was brought in by Chanel to give its iconic fragrance, No.5 a shot of Viagra with a torrid love affair between a sexy man and … a woman’s scent.
If that strikes you as an odd arrangement, you’re not alone. Chanel Fragrance & Beauty President, Andrea d’Avack explains to WWD: “It is the first time we’ve had a man speaking about a women’s fragrance. We think very much that the perfume is a seduction between a man, a woman and the perfume.”
A commercial featuring Brad was shot by Joe Wright, who previously directed Chanel commercials featuring the likes of Keira Knightley, whom he’s currently directing in “Ana Karenina.” A print campaign will follow the Pitt commercial, and Chanel also hopes to tap in to the social media sphere, with the twitter hashtag, #CHANELN5.
Monday, internet users’ hearts were all a flutter when they caught wind of Brad’s first teaser for the campaign. A YouTube video made the rounds, featuring a photo of the heartthrob coyly turning his face from the camera, accompanied by a breathy voice over asking, “Are you going somewhere… Where?”
The teaser video illicited responses such as, “Anywhere with you Brad.” But what will Pitt fans think when they realize his torrid love affair is with a bottle of perfume?
“We believe this dynamic, modern campaign will make people think in a completely different way about No.5,” says d’Avack. Well, that’s for certain.
We’ll get our first look at the full commercial Oct. 15 at 12:01 a.m. Paris time.