Get ready, folks: your TV screens and magazines are about to get a whole lot handsomer. That’s right — those Chanel No. 5 ads that Brad Pitt was shooting back in May are set to be unveiled by mid-October.
The commercial, directed by Anna Karenina director Joe Wright, will hit the airwaves October 15th, while the print ads, shot by Sam Taylor-Wood (who you may remember is also lensing the Margiela x H&M campaign) are set to run in November issues.
This is the first time Chanel has used a man to shill women’s fragrance, but we think it sounds like the kind of risk that will yield hefty rewards, and maybe even set the tone for other parfumiers. WWD spoke to Andrea d’Avack, president of Chanel Beauty & Fragrance, who explained their thinking thusly: “We think very much that the perfume is a seduction between a man, a woman and the perfume,” and they are capitalizing on this idea by having Pitt speak in the ads as if to a woman, until it is finally revealed that he is addressing the perfume.
The A-list actor’s participation doesn’t come cheap, however. While the brand declined to comment on the price tag for their latest campaign, sources put his fee at $7 million, in addition to the $10 million they estimate the company will spend for advertising. “No.5 is our leading fragrance, and we are willing to make the investment to keep it on that level,” said d’Avack. No kidding!