Brad Pitt is the first man to be a spokesperson for Coco Chanel’s renowned fragrance, Chanel No. 5. A thirty second black & white television ad, featuring Brad Pitt, aired Monday, October 15. The ad is called “There you are,” and was shot by filmmaker Joe Wright.
In the commercial, Brad Pitt sports shaggy hair, a goatee, and casual attire. Pitt starts by looking directly into the camera. As he speaks, his eyes wander around the room. Metallic looking wallpaper is in full view behind him and lights flicker throughout the length of the commercial. Pitt delivers the lines, “It’s not a journey. 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.”
After seeing the commercial, you have to ask, what in the world is Brad Pitt talking about? The copy does not make any sense. Pitt’s wandering eyes and deliberate deliverance of his lines make me wonder whether Chanel was attempting to mimic a Shakespearean soliloquy. Maybe the copy was supposed to remain mysterious in order for viewers to ponder Pitt’s words, just as readers have to dissect William Shakespeare’s words. Another reason I wonder if Shakespeare was used as an influence is that the words “fate” and “fortune” appear in the ad’s copy, two very significant themes in Shakespeare’s Hamlet. Whether or not influence for the ad was drawn from Shakespeare, the meaning of Pitt’s words is unclear. According to an article by Rosie Dalton, Brad Pitt was supposed to be, “talking to a bottle of Chanel No. 5 as if it were a woman.”
Part 2 to “There you are” was released Tuesday, October 16. The second ad is entitled “Wherever I go.” Two different women are featured in this ad in many whimsical scenarios. The voice-over is Brad Pitt’s lines from the first commercial. Brad Pitt is only seen at the end of the commercial, when he says the last word “inevitable.”
Where the words did not make sense in the first commercial, the visuals and the words are again utter nonsense in the second commercial. All we can comprehend from these ads is: Brad Pitt is gorgeous, and he is endorsing Chanel No. 5. And hey, maybe that’s all Chanel was looking to have the audience take away from their advertisement. Mission accomplished Chanel.