In the lead up to Christmas we were hit with the inevitable barrage of perfume adverts during our favourite programs. Seems reasonable, given that perfume is a “relatively” inexpensive gift. I’m sure the festive season helps many fashion houses’ profits tremendously in this respect and Chanel No.5 is one of my favourite perfumes of all time. Classic, classy and elegant. Like a Chanel suit, it will never go out of style, but unlike a Chanel suit, most people can afford the perfume, even if it is a bit of a treat.
I also (usually) love Chanel’s perfume adverts. In the past they usually have a narrative of some kind and a romance! They just seem so…..well, so French! One of my faves of the past was the previous no 5 ad featuring Audrey Tatou searching for her mystery love, with Billie Holiday’s melodic tones in the background. Like I said, French, romantic and with a narrative. Perfect.
But then the first time I saw the new No.5 advert, the one in which Brad Pitt is shot in black and white and recites a monologue directly to the camera, well, I wasn’t sure what to think?
I like Brad Pitt a lot. He’s a brilliant actor and if you think about it, I guess it was really quite innovative of Chanel to choose a man as the face of a woman’s perfume. It’s never been done before. But I think it’s the fact that there’s no real narrative and a lot of the romance and ALL of the Frenchness has gone. Maybe all the budget went on Brad’s fee (dare I say it?!), or perhaps, more likely, the director felt Brad’s monologue would have more impact if it was stripped back and direct to camera?
Perhaps I just don’t like change?!
What do you think about it?