Brad Pitt’s Chanel No. 5 Ad Is Total Nonsense, and I’m OK With That

Brand still gets its money's worth

Headshot of T.L. Stanley

Brad Pitt can always get hearts a-racing and tongues a-wagging, which is gold for any marketer he aligns with. In the case of his $7 million endorsement of iconic French perfume Chanel No. 5, Pitt's deal was all the rage before he showed his face in a single print ad. Several recently released video teasers used his voice, but gave only a side-view of his world-renowned hunkiness. Now here's the full commercial, shot in black and white by filmmaker Joe Wright. The reaction is all over the board in the more than 600 comments (and counting) on YouTube. Critiques range from "hilarious," "pretentious" and "affected" to "completely beautiful" and "OMG can everybody just STFU and enjoy Brad Pitt! Ugh he's perfection." Many of us fall into the latter camp, even if the ad is an awkward head-scratcher. What in the world does it mean? (We can only assume the SNL parody is in the works). As for the brand's choice—Pitt is the first man to ever hawk Coco Chanel's signature fragrance—c'est parfait!

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.