Celebrity
has always been the answer to great advertising, whether it is good or not,
simply because putting the face of a star on a brand makes the product that
much more desirable. Chanel’s decision to use Brad Pitt for their new Chanel
No. 5 campaign is nothing short of creative genius. Its innovation is
simply proved by using a man for one of the most prominent female fragrances in
the world.
The
ads themselves are not good and Brad has received a lot of backlash for them.
They consist of nonsensical ravings about the journeys of life and love and
Brad ends up looking awkward reciting a monologue it is clear he doesn’t quite
understand. But it manages to somehow work. Brad Pitt – with that husky badboy
voice, etched in black and white – will sell the fragrance simply because it is
Brad Pitt with his husky badboy voice filmed in black and white.
The
ads are shot by Oscar-nominated director Joe Wright but it fails to live
up to the standards that Chanel has managed to keep alive for all these
years. But search for Brad Pitt on YouTube and the first search result
will be the Chanel No. 5 ads – so people are talking and watching and it
is “inevitable” – as Brad inexplicably ends the ad by saying – that the fragrance
will sell.
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