'To keep a legend fresh, you always have to change its point of view,' President of Chanel Fragrance & Beauty, Andrea d’Avack, tells 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. No.5 is our leading fragrance, and we are willing to make the investment to keep it on that level.' Brad Pitt was thus chosen to be that investment, as we announced a while ago.
'For the first time, a man will give his view on the most feminine and legendary of fragrances,' the Chanel invite to view the premiere of the new "film project" on October 15th reads. The commercial is shot by Joe Wright (who also did the Coco Mademoiselle ones), featuring the famous actor (who was recompensed with £4.3 million for his services) speaking to the viewer as if he was speaking to a woman. Actually, though, he's talking to the perfume...
I'm already scratching my head how this will unfold.
Our French speaking readers will enjoy the following promo video about No.5's "history" (I'm using it in quotes as the real history is somewhat different than the carefully constructed myth...)