Back in May we revealed that Chanel was rumoured to have signed Brad Pitt to front campaigns for Chanel No.5. And now we can reveal that the rumours were true. October 15th will see the release of new TV and print campaigns for Chanel No.5 starring the Hollywood actor.
A male star might seem a surprise choice to front the 91-year-old classic women's fragrance, but Chanel thinks it's the perfect match. 'To keep a legend fresh, you always have to change its point of view,' said Andrea d’Avack, president of Chanel Fragrance and Beauty. '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. No.5 is our leading fragrance, and we are willing to make the investment to keep it on that level.'
The Chanel No.5 TV commercials are famed for their cinematic feel and storytelling. Over the years the commercials have featured high profile stars including Nicole Kidman, in a Moulin Rouge-esque setting directed by Baz Luhrman (who also directed Kidman in the Moulin Rouge film) and Audrey Tatou (who played Coco Chanel in the film Coco Before Chanel) finding her true love on the Orient Express.
D'Avack wouldn't share too many details of the Brad Pitt campaign when talking to WWD, but would reveal that the commercial was shot by Joe Wright (director of Atonement, Pride & Prejudice and the recent Anna Karenina) and features Pitt speaking to someone whom the viewer assumes is a woman – but turns out is be the scent.
Wright has worked on several Chanel commercials including those starring his frequent film collaborator Keira Knightley for Coco Mademoiselle. D'Avack said, 'We believe this dynamic, modern campaign will make people think in a completely different way about No.5.'
Audrey Tatou for Chanel no.5
Nicole Kidman for Chanel no.5