Chanel No. 5 finally has a male protagonist with Brad Pitt being the first guy to appear in the iconic perfume’s ads since its launch in 1921. However, even though I am excited to see what it means for Chanel’s long term direction, is it the right move for a brand that’s been desperately trying to shed its my-grandmom-wore-it image and become younger, cooler and hipper?
Brad Pitt? Seriously? Why? Going by No. 5’s iconic ambassadors – think Nicole Kidman and Audrey Tatou – this ageing (don’t lynch me – he is 49-years-old and frankly, has started looking his age) does not seem anything like the sexy, seductive, enchanted, enigmatic persona we have come to associate with Coco Chanel’s most legendary creation. Don’t get me wrong – I used to droooooool over the guy and would have spent every penny for anything he touched. But that was in the past. 10 years back he would have been a great fit but not in this decade. Definitely, absolutely not.
Even Leonardo DiCaprio would have been a better fit with his rakish, roguish charm that sent us all back to the theatres to watch Titanic this year, even though we hate the uncomfortable 3D glasses and know the dialogues by heart.
Or what about the “new lot” – like Robert Downey Jr., Johny Depp or Jude Law?? I, for one, am more likely to buy a perfume if Johnny Depp is flirting with me through the pages of a magazine than if Brad Pitt is doing an onscreen serenade. What’s your take? Does Pitt make you want to buy up every Chanel No. 5 in sight? Or would you rather see someone else standing behind the perfume every time you take a whiff? Who is your pick?