Surely no coincidence?
|Scooped by Marlen Ronaldo Farac|
I have 2 sides to this advert for Chanel No. 5
The idea of a Man trying to sell a Womans perfume is bizarre. In the past, brands like Windsong and Incognito used men effectively in their perfume advertising, but always with women who were indulging in applying the scent. These men were guest stars in the show that was all hers.For women, scent is a personal and private experience, one only a woman herself can judge. That’s why any abstraction is tough on a perfume brand. And ads don’t get much more abstract that Brad’s debut for Chanel No. 5, shot in black and white, in an empty room. If a woman was in the advert with him indulging in the perfume it can give a sense of seduction by Brad Pitt. But because he is on his own, I don't understand how this ad can show the class and feminisim of the founder of Chanel herself Coco. The idea wasn't clearly though out for a womans perfume as such.
But the plus side for Chanel, is that it has got the media talking.It gained more media attention for the awkwardness of Brad Pitt, and the terrible scripted monologue he had to read out. Its getting recognised for all the wrong things but then its creating more buzz for Chanel which by them, they obviously knew was going to occur. Saturday Night Live did their own Spoof on the advert which again is gaining more media attention.
Its a risk only Chanel could have taken.As they are an iconic fragreance with enough establishment and success and celebrity crediabilty that only they would be able to have conducted this advert without the company or brand image going under.