Can a Man Effectively Sell a Women’s Fragrance? Chanel is Using Brad Pitt to Find-Out
Posted in beauty, brad, brad pitt, chanel, Fragrance, make up, parfum, perfum
Last week, Chanel did a
global unveiling of its first project with Pitt (whom it signed in May): a
commercial and print ad for the iconic fragrance Chanel No.5.
D’Avack emphasized that the brand plans to use Pitt only on No.5. He joins a host of celebrity faces to front the 91-year-old scent — from Ali MacGraw, Catherine Deneuve and Candice Bergen to Nicole Kidman, Audrey Tautou and Vanessa Paradis. D’Avack noted that 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. Over the imagines, Brad issues a dramatic and meaningless monologue that begins: 'It's not a journey, every journey ends... but we go on.' 'The world turns and we turn with it, and plans disappear, dreams take over... but wherever I go, there you are, my luck, my fate, my fortune.'
“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.” “We believe this dynamic, modern campaign will make people think in a completely different way about No.5.”
“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.” “We believe this dynamic, modern campaign will make people think in a completely different way about No.5.”
D’Avack emphasized that the brand plans to use Pitt only on No.5. He joins a host of celebrity faces to front the 91-year-old scent — from Ali MacGraw, Catherine Deneuve and Candice Bergen to Nicole Kidman, Audrey Tautou and Vanessa Paradis. D’Avack noted that 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. Over the imagines, Brad issues a dramatic and meaningless monologue that begins: 'It's not a journey, every journey ends... but we go on.' 'The world turns and we turn with it, and plans disappear, dreams take over... but wherever I go, there you are, my luck, my fate, my fortune.'
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