Chanel have a certain reputation, and only certain actors and actresses are able to live up to it. Previous stars of their campaigns, which have the look and feel of a large scale movie production, include Nicole Kidman and our very own Kate Winslet. But bucking the tradition of using female stars to promote fragrances for women, Chanel is hoping to score a whole new audience, by using Brad Pitt, and as such, has paid him a reported $7m (£4.32m) for his services. For the first time in its 91 year history, Chanel No.5 is being promoted by a male celebrity and it seems that only one man, Brad, 46, was up to the job. Chanel No.5 is famous for being the only thing Marilyn Monroe ever wore in bed, and if that wasn’t enough to get you all steamed up and feeling fruity, they have released some stills from the campaign that show Mr Pitt looking rather drop dead gorgeous.
The campaign teaser shots of the new advert are set to hit the glossies in full in the November issues and to tease us even more, Chanel have also released, ahead of schedule, a number of mini videos, which run for a maximum of just eight seconds, each featuring the Hollywood A lister. And as not just any old actor would do for the advert, Chanel have chosen a director with a bit of clout too. Director Joe Wright – whose previous works include the hugely successful movies Atonement and Anna Karenina, starring Keira Knightly, to shoot the full commercial, and you can see it preview on 15 October.
And this is not the first time Wright has worked with Keira Knightly or Chanel as she starred in the recent campaign for Coco Mademoiselle, which showed her bombing around Paris on a motorbike in a flesh coloured leather cat suit. And the Hollywood A list connections don’t stop there, with photographer and movie maker Sam Taylor-Wood capturing Brad in a series of black and white pictures. In the mini movies, you don’t actually see the famous Mr Pitt, but you do get to hear his gravelly voice, asking ‘Do you feel lucky? Why?’ and ‘What’s the mystery?’, ‘Are you going somewhere?’, then ‘Where?’.
It was revealed back in May that Hollywood star was going to front Chanel’s new campaign, and Andrea d’Avack, a spokesman for Chanel, said: “To keep a legend fresh, you always have to change its point of view. 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.”