Last night I finally caught the new Brad Pitt Chanel No 5 commercial, and I don’t even know what to say. The monologue is so awful, so cringe inducing that it made me feel embarrassed for Pitt. “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.” Now that I see it written down, it makes even less sense.
I then spent an hour browsing through the Chanel No 5 archives until I found a similar style of No 5 commercial with Catherine Deneuve: subdued tones, simple photography, natural styling. But you only have to listen to Deneuve to see why her commercial makes you want to run out to smell No 5 and why Pitt’s is inspiring parodies. “I know that he loves me for what I am deeply. I know because he cares about the little things, he brings my coffee always in a small cup, because it is precious to me. He gives me Chanel No. 5 because I love to put it in a special place, behind my knee.”
My other favorite No 5 commercial features Estella Warren as Little Red Riding Hood, directed by Luc Besson in 1998. It made me, a penniless student at the time, save enough money until I could buy a bottle of Chanel No 5. I still have it.