Brad Pitt Chanel No. 5 shoot with Joe Wright

Come mid-October Chanel customers will be treated to a new face for the brand’s Chanel No.  5 fragrance–none other than beard enthusiast Brad Pitt.

Per WWD, “the commercial, shot by Joe Wright, features Pitt speaking in a way that the viewer assumes he’s speaking to a woman — and then it’s revealed that the addressee is actually the scent. Wright has worked with Chanel since 2006, and directed several Coco Mademoiselle commercials with Keira Knightley, whom he is also directing in the upcoming Anna Karenina.” The video campaign is expected to launch October 15, while you can ready your saliva glands for print ads debuting in November glossies.

“To keep a legend fresh, you always have to change its point of view,” said Andrea d’Avack, president, Chanel Fragrance & 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 aforementioned “investment” to keep it on “that level” includes a reported $7 million fee to Brad Pitt and $10 million worth of U.S. advertising alone


Photo: Sam Taylor-Wood via WWD