The Freeland File
Aerospace & Defense
Global Market Data
Lucy P. Marcus
The Great Debate
Macro & Markets
Lipper Awards 2012
Personal Finance Video
Creations from the Alternative Hair Show in London. Slideshow
"I take responsibility" for Benghazi: Clinton
Exclusive: Study shows $1.2 trillion gap for public pensions
15 Oct 2012
Pakistani girl shot by Taliban can recover, doctors say
Obama holds slim lead over Romney before next debate
15 Oct 2012
Insight: Could Obama's "ground game" clinch the election?
Democrats frustrated by Obama’s ”Big Bird” campaign turn
Biden and Ryan in high-stakes election debate
Jobless claims fall to lowest in four and a half years
Brad Pitt mystifies as first male face of Chanel No.5
Analysis: YouTube alienates amateur users by courting pros
Thu, Oct 4 2012
Pink tops Billboard album chart, "Gangnam" No. 1 digital song
Wed, Sep 26 2012
Katy Perry named Billboard's woman of the year
Wed, Sep 26 2012
Madonna says she was being "ironic" in calling Obama a Muslim
Tue, Sep 25 2012
Analysis & Opinion
The phenomenon called Amitabh Bachchan
In Pakistan, a love story and the death of a family
Cast member Brad Pitt attends a news conference for the film ''Killing Them Softly'', in competition at the 65th Cannes Film Festival May 22, 2012.
Credit: Reuters/Eric Gaillard
By Piya Sinha-Roy
LOS ANGELES |
Mon Oct 15, 2012 5:33pm EDT
LOS ANGELES (Reuters) - Brad Pitt made his debut as the first male face of Chanel's iconic No.5 fragrance on Monday, in an ad campaign that had fans and fashionistas split on the actor's latest role.
Pitt, 48, is seen with long hair and dressed casually, looking wistfully into the camera in an enigmatic black-and-white video directed by "Atonement" filmmaker Joe Wright.
"It's not a journey. Every journey ends, but we go on. The world turns, and we turn with it. Plans disappear, dreams take over. But wherever I go, there you are, my luck, my fate, my fortune. Chanel No.5, inevitable," the "Moneyball" actor says.
The video is part of a $10 million advertising campaign for which Pitt was paid $7 million, according to Women's Wear Daily.
Time magazine's Erik Hayden called the ad "nonsensical," saying Pitt's "vaguely existential monologue ... sounds like it could plausibly have been discarded narration from the trailer for Terrence Malick's (film) 'Tree of Life.'"
Us Weekly's Zach Johnson called the video "sensual," while Vanity Fair's Amy Fine Collins said the choice to cast Pitt as spokesperson showed the French fashion house "subtly circling back to its gender-twisting origins."
Pitt is the first male spokesperson for women's fragrance Chanel No.5, the first perfume launched by legendary French designer Coco Chanel in 1921.
In a statement from Chanel, the actor called the fragrance "revolutionary."
"N°5 has always been the most iconic women's fragrance," Pitt said. "That's what I see being the appeal of this campaign; it goes beyond the abstract of emotion or beauty to evoke what is timeless: a woman's spirit."
Chanel No.5 has been represented by actresses Audrey Tatou, Nicole Kidman and Catherine Deneuve in the past. It has also been linked with screen icon Marilyn Monroe after she famously said the fragrance was all she wore to bed.
LOVE, SCORN AND AMBIVALENCE
On Twitter and YouTube, some fans noted the somewhat ironic coincidence of the campaign's release tying in with the 13th anniversary of "Fight Club," in which Pitt played a consumerism-hating salesman.
While the video for Chanel No.5 had generated more than 3,000 'likes' on YouTube within the first 24 hours, it also has 850 'dislikes', with some commenters saying they believe the ad did not represent the fragrance.
Harper's Bazaar editor-at-large Derek Blasberg said on Twitter: "I've watched Brad Pitt's Chanel No.5 commercial, oh, about 17 times today. I still don't know how I feel about it."
Another Twitter user, Aime Rogers, said, " WHAT were they thinking?? So strange."
YouTube user BabyHippo26, said "So pretentious!!! Why does he look so sad and serious ... I have been a long-time consumer of Chanel No.5 and Chanel products. This commercial has turned me off so much, I won't be buying No.5 again!"
Other fans, however, were mesmerized by the Hollywood star.
User Medusafern posted on YouTube: "it's his VOICE, that VOICE, Jesus, it's like one sweet drop of liquid angel I shall savor on my weary lips."
Twitter user Liz Lyons simply said, "I love love love Brad Pitt for Chanel no.5."
(Reporting By Piya Sinha-Roy, Editing by Jill Serjeant and Jan Paschal)
We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/
Be the first to comment on reuters.com.
Add yours using the box above.
Back to top
New York Legal
Support & Contact
Connect with Reuters
Our Flagship financial information platform incorporating Reuters Insider
An ultra-low latency infrastructure for electronic trading and data distribution
A connected approach to governance, risk and compliance
Our next generation legal research platform
Our global tax workstation
About Thomson Reuters
Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests.
NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.