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Chanel unveil Brad Pitt campaign

15th October, 2012

Chanel have unveiled their new campaign for Chanel No. 5, which features Brad Pitt. This is a first time a man has been used by the face of the fragrance, which has previously been advertised by Nicole Kidman and Audrey Tatou amongst others.

The ad, shot in black and white, can be seen below:

Here's the official release notes from Chanel :

Blessed with legendary talent, fame and looks, no actor compares to Brad Pitt. The campaign views the fragrance through the eyes of a man and fits in with the "revolutionary" reputation of N5, which broke down barriers, as well as Coco Chanel, a woman who dared to be different.

Pitt follows in the footsteps of Coco Chanel, Marilyn Monroe, Catherine Deneuve, Lauren Hutton, Nicole Kidman and Audrey Tautou, and represents a first in the world of women's fragrance.

"What's important to remember about CHANEL N5 is how revolutionary this fragrance is; when it was introduced, it broke all the rules," says Pitt. "N5 has always been the most iconic women's fragrance. That's what I see being the appeal of this campaign; it goes beyond the abstract of emotion or beauty to evoke what is timeless: a woman's spirit."

Film Director Joe Wright, known for his movies Pride and Prejudice, Atonement and the upcoming Anna Karenina, plus two Keira Knightley Coco Mademoiselle commercials, was commissioned to direct several commercial films for N5, which capture the memories, thoughts and dreams of a man being seduced by a fragrance.

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    • kalli | 15th October 2012 16:32

      Omgosh..oh brother!!!!!!!!!!!!! LOL!!!!!!! Am I the only one who thinks he can't act worth a beans? Ya, that goes together like peas and carrots, not. LOL Why? Haha.

    • furrypine | 15th October 2012 17:08

      That was very low key and unremarkable, how is that going to sell any bottles?

    • PerfumePorMoi | 15th October 2012 17:23

      I don't get it. THIS is what they came up with to shill one of the most aspirational products of all time? Huh. All it really makes me want to do is comb Mr. Pitt's hair.

    • les*lucioles | 15th October 2012 17:56

      One word comes to mind - flat. The subpar lighting is very distracting.

    • kalli | 15th October 2012 18:07

      Is Chanel no. 5 not selling as much or something? I guess Brad is supposed to get our attention? How cliche! Watch, it will be super lucrative for Chanel..ugh. I can see some women flocking to the Chanel counter when they see a big, black & white Pitt poster in the store..oh brother! Ugh, lol.

    • Kiliwia | 15th October 2012 18:39

      I've always had a problem with perfume commercials. Most are downright annoying and poorly made. You'ld think a company like Chanel would do something exceptional, really inhance their brand. I certainly don't think they accomplished that with this ad. Chanel, you can do better than this.

    • Ursula | 15th October 2012 19:40

      I have commented about the ad a few times in other discussion groups. So, nothing else needs to be said here, except that every time, I open the video to have another look, I cannot stop laughing !!!

      Well, at least he cracks me up. Never will something like that make me buy that elusive scent. "There you are." Where ? What ? Why ?

      Why, indeed.

    • NOEL MAHC | 15th October 2012 20:34

      Saw it today. I agree with most of you, about if this was the only thing Chanel could come up with. The commercial was boring. :laugh:

    • mumsy | 15th October 2012 22:12

      I hope that is real gold flake on the wall.

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      I hope that is real gold flake on the wall.

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      I hope that is gold flake on the wall.

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      I hope thats a real wall.

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      There may be hope yet

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      Poor Brad. He has better potential.

    • MysteryBuff40 | 15th October 2012 22:44

      Intriguing idea to have a male celebrity endorse a fragrance targeted for women, but the execution is dreadful. This sounds like a hack writer's attempt to compose something poetic and profound. It falls embarrassingly and painfully flat. By the look on his face and his disinterested attitude, Pitt knows it. It's almost as if he's trying to distance himself from the ad even as he's participating in it.

    • senore01 | 15th October 2012 23:24

      Could have been a lot worse. Chanel could have used Tom Cruise instead.

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      I think it could have been much worse. The Chanel house could have used Tom Cruise instead with a mission impossible theme. Just think how horrid that would have been.?

    • kalli | 15th October 2012 23:37

      Or use a track from the Top Gun

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      Or used a song from the Top Gun Soundtrack lol

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      Or used a song from the Top Gun Soundtrack lol

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      Or used a song from the Top Gun Soundtrack lol

    • Diamondflame | 16th October 2012 10:31

      Pitt looks like he'd rather be somewhere else. Spouting lines with all the enthusiasm of a guy whose nuts are in another's vice-like grip! Hilarious.

    • michailG | 16th October 2012 12:02

      ... just to raise a critical mass of disapproval ... I wonder if it would ever make any difference but indeed the promotional video is not very promotional neither for Chanel No5 nor for Mr Pitt's acting-like-no-acting skills. I guess some serious cash has changed hands (or bank accounts), tens of people have been paid to produce this campaign, which at these times it is a good thing to put food on the table of hungry and thirsty stylists, hair dressers, make up artists, assistants of all kinds, room service boys and girls at expensive hotels, etc. All and all an enterprise that while totally unremarkable fed some people. Now I am sure that it also fed overfed people but that's life. One remark: Don't you think that the person in charge of conceiving this production must be having a rough time grasping the fact that this "stupendous" promo idea is not acknowledged as such by all of us perfume lovers!? Is it possible that we are all wrong?

    • Renegade | 16th October 2012 12:20

      This probably wouldn't seem half as laughable if he didn't say "inevitable" at the end.

    • Harvest Moon | 16th October 2012 12:21

      Not glamorous, not chic, not interesting, not believable, certainly not ground-breaking and not taking you on a journey.

      Wither the Chanel brand? Somewhere in an expensive office somewhere, the blind are leading the blind...

    • Guest 3 | 16th October 2012 14:35

      Wrong choice of actor. I wished they'd shaved his face at least. This reminds me of the old CK Obsession ads that were spoofed on Saturday Night Live.

    • chrisaxp | 16th October 2012 14:41

      This reminded me of the SNL fake commercials they used to do for CK Obsession. His acting seemed fake and overblown. For a classic scent like No. 5 I think this gimmick is almost shameful.

    • Mistertaz | 16th October 2012 15:41

      Ahahahahahahahaha! That was hilarious! That was one of the worst pieces of acting combined with one of the worst pieces of dialogue I've ever seen or heard!

      I don't know whether Brad Pitt is more embarrassed about being on television looking like Billy Ray Cyrus or about selling out and doing such a terrible ad!

      A complete fail... "inevitable"! :D

      PS: The sad thing is that for this pathetic piece of advertising, he probably made more money than I will in a lifetime.

    • socalwoman | 16th October 2012 15:50

      He could call his inevitable celebuscent Ennui.

    • Scentologist | 16th October 2012 18:07

      Lame and bad acting. He appeared that this project wasn't taken seriously and as if something else was on his mind; dinner menu perhaps or where the nearest walgreens is to pick up some just for men and come the grey out of that mouth carpet.

    • kalli | 16th October 2012 18:18

      I watched it again cause I am going to the dentist and needed a good luck, my fortune...a big LOL, not convincing Mr. Pitt!

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      It won't let me edit but man at least shave dude! LOL. Ya, a Diesel ad would be better or Idk.. or some kind of dirty musk scent. LOL Yes, a haircut, a shave a tie..this would have been a little bettah!

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      btw..did he wash his hair? Sorry lol..come on though, lol..Inevitable LOL

    • Nosebud | 16th October 2012 19:04

      It seems like he is looking at a fly that keeps buzzing around the room.

    • Chris Bartlett | 16th October 2012 21:33

      I still think there was a mix-up at the cleaners and somehow Brad came out flat and his shirt didn't.

    • kalli | 16th October 2012 23:21

      LOL. I know, right? This just gets me cracking up. Like what's he looking at? LOL

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      He looks sad for a bit there. Like he got dumped and she's not coming back, LOL. Idk what's up, LOL

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      Maybe he was thinking of Jennifer? Hehe.

    • Letitbenose | 16th October 2012 23:31

      Agreed! No matter how good you are, you need a good director... Still, this is too funny

      - zoom in: "my luckkkah!" LOL

      :laugh: He deserves an Oscar for this!

    • kalli | 16th October 2012 23:43

      The lighting going in and out, moving around was bad and white...wouldn't have chose that either. Just looks to solemn, sad or something, serious and grungy. Ya, CK or Diesel. Been getting too many chuckles, can't help it though.

    • Surfacing | 16th October 2012 23:59

      Commerical in fine to me. Seriously, what is the problem ?

    • Kiliwia | 17th October 2012 00:24

      Heard today that he made $7,000,000.00 for being the face of Chanel, at least that's what the Today show said.

    • rednails | 17th October 2012 02:22

      I couldn't even tell it was an ad for perfume. A complete miss.

    • n3tcat | 17th October 2012 03:53

      This is the most ridiculous ad I've ever seen!

      The script is so pathetic that not even Sean Connery in the good ol' days would have been able to pull off the acting convincingly.

      But Brad Pitt?! The guy doesn't have an ounce of irony about him! He tries to say those inane words seriously, without any sign of self-awareness!

      I'm glad I'm not a Chanel no. 5 user. I would have felt too silly wearing it after this.

    • rtamara41 | 17th October 2012 12:17

      It makes me want to dress up my husband, get out the video camera and give it a go...he would be more convincing, I am sure. I agree, this does not ring my bell. How about a basenotes contest of an alternate commercial - the winner gets a big bottle of no. 5?

    • Guest 3 | 17th October 2012 16:32

      n3tcat, you are right. If he had done it with a touch of irony, it would have been better. And I think also that the ad would be better with a Latin actor - Javier Bardem or somebody. It's not the silly lines, it's that Brad doesn't do passion.

    • kalli | 17th October 2012 17:38

      That's an idea, lol..get the husbands, or a friend to do it! Vote for the best one, lol. Win a prize. Good idea. Haha, though, who would be able to stop laughing with that dialogue! lol. Or concentrate with a bad light? Lol.

    • MysteryBuff40 | 18th October 2012 02:27

      This spot was produced in-house by the fragrance company because Chanel apparently doesn't need any stinking ad agency to make their commercials.

    • impdaddee | 19th October 2012 15:58

      “Here’s the deal, folks. You do a commercial - you’re off the artistic roll call, forever. End of story. Okay? You’re another whore at the captialist gang bang and if you do a commercial, there’s a price on your head. Everything you say is suspect and every word that comes out of your mouth is now like a turd falling into my drink.”

      (Bill Hicks)

    • david | 19th October 2012 23:33

      Why do they even need to advertise this product. It is so well known and established worldwide.

      The classiest ad for this product would be a 5 second macro close up view of the label logo.... No 5.

      Stop waisting your money on hollywood so called "icons" and have more faith in your brand.

    • Wheelman | 20th October 2012 22:54

      It used to be true in the US that doing commercials was viewed as "selling out," and the perpetrator, er, star lost credibility. I remember when I first saw a commercial featuring Bill Cosby. "This guy doesn't need money," I thought. "What the hell is he doing?" These days it's accepted that stars, even fairly big ones, will do ads.

      The change is not so much that people don't care that "artists" are selling out. It's rather that big stars are not viewed as artists in an "elitist way" anymore, but rather as part of a larger corporate machine.

    • Thomas-the-Promise | 21st October 2012 18:02

      I have commented elsewhere already as well, but this is so bad (even the 2nd part sequel) that I think it should win the "Golden Raspberry Award" for the worst perfume commercial (possibly ever made)....I would not be surprised if KOTLER's Marketing Bible or Harvard Business Review will use it in future as text book example of how not to do a commercial for a #1 global product. It is a total disaster (and I hope the responsible heads will roll, lol)