After all, the iconic fragrance, previously represented by the likes of Nicole Kidman, Audrey Tatou and Keira Knightley, is typically associated with feminine elegance.
But it seems the brand has adopted a different strategy for its latest campaign, with Pitt appearing to be “pondering the world” and his existence as he speaks to the camera in the brand's latest commercial.
“It's not a journey,” begins Pitt mysteriously. “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 smouldering black and white screen then turns into a vision of the universe.
The ad has divided viewer opinion, with Gawker.com commenting, “If you didn't know it was a commercial for Chanel No. 5, you might think it was just a PSA alerting you of Brad Pitt, or perhaps a tourism commercial in the form of a love letter to the universe, designed to lure travelers from alternate universes."
“I thought this WAS the SNL parody,” said one YouTube viewer, while another commented, “that was like watching a bad read in an audition for an indie film.”
But, being Brad Pitt, his female fans appear to remain in awe. “I want to smell him...inevitable!” said one.
It seems Pitt’s popularity amongst the female demographic, coupled with the ironic undertone, may make the ad one of Chanel’s most watched ever.
“No one, as far as I know, has ever used a male icon to promote a female fragrance,” said Chanel fragrance expert Joanna Norman. “There is a dual element: for women, there's an appreciation that it's something different; for boys, it makes them think, 'That will impress my girlfriend'. It's a brilliant example of a classic rejuvenated via a youthful icon.”
What do you think of Brad Pitt’s Chanel commercial?