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New York, U.S.A. — For many, Chanel No. 5 is an icon. For Joe Wright, the director of the new advertising campaign, the scent is “a phenomenon that continues to invent and reinvent itself.” Case in point: the unexpected decision to sign Brad Pitt as the face of No. 5.
Blessed with legendary talent, fame and looks, no actor compares to Brad Pitt. The campaign views the fragrance through the eyes of a man and fits in with the “revolutionary” reputation of No. 5, which broke down barriers, as well as Coco Chanel, a woman who dared to be different.
Pitt follows in the footsteps of Coco Chanel, Marilyn Monroe, Catherine Deneuve, Lauren Hutton, Nicole Kidman and Audrey Tautou, and represents a first in the world of women’s fragrance.
“What’s important to remember about Chanel No. 5 is how revolutionary this fragrance is; when it was introduced, it broke all the rules,” says Pitt. “N°5 has always been the most iconic women’s fragrance. 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.”
Film Director Joe Wright, known for his movies Pride and Prejudice, Atonement and the upcoming Anna Karenina, plus two Keira Knightley Coco Mademoiselle commercials, was commissioned to direct several commercial films for No. 5, which capture the memories, thoughts and dreams of a man being seduced by a fragrance.
Chanel No. 5, the world’s most famous fragrance, made its debut in 1921. Coco Chanel asked the great perfumer, Ernest Beaux, to create a fragrance that reflected her very modern fashion philosophy. No. 5 was her lucky number and it was the fifth submission presented to Mademoiselle Chanel on the fifth day of the fifth month of the year, thus a legend was born with the name Chanel No. 5. Visit chanel.com for further information.
Satellite feeds of b-roll including video commercial, behind-the-scenes images, ad campaign and product shots available for downlink.