Well, beyond the acclaimed film roles and beautiful tours that set the stage for their fame, it’s the lucrative endorsement deals that morph into veritable cash cows for these Hollywood and pop celebrities. But sometimes, deciphering these ads and their messages is no walk in the park. Recall, if you will, the peculiar poetry that spread like wildfire—the enigmatic musings of Brad Pitt in his Chanel No.5 ad.
“It’s not a journey”, he professed, igniting confusion and curiosity alike, leaving viewers to hardly decide whether to applaud or furrow their brows in bewildered contemplation. Needless to say, such endorsements can spark debate, create trends, and bring products into the limelight with the mere nod of a celebrity.
The Awkward Brilliance of Brad Pitt’s Record-Setting Advertisement
Celebrities from every corner of the entertainment industry have parlayed their fame into lucrative partnerships with luxury brands, earning hefty sums as brand ambassadors. However, one endorsement stands out like a sore thumb—Brad Pitt’s Chanel No.5 advertisement.
In 2012, Pitt stepped into the limelight as the first male face of Chanel No.5, the perfume synonymous with elegance and luxury. The price tag for this advertising coup was astronomical—$7 million, the highest fee ever paid to an actor for an ad campaign in that year (Guinness World Records). It was indeed a record-setting sum!
Yet, despite this jaw-dropping figure, the ad left audiences scratching their heads. The commercial featured Pitt delivering a monologue so cryptic, it seemed as if it had been penned in a codebook or lost in translation (via YouTube):
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.
If this sounds like a riddle wrapped in a puzzle, you’re not alone. Thus, it’s safe to say that fans were left feeling a bit confused. Some even joked that they felt like they were talking to themselves after listening to Pitt’s monologue for too long. Let’s have a look at a few comments (via YouTube):
I’m sorry, but is there seriously no script? Because I’ve been talking to myself for like two hours now and I’m starting to sound insane.- @simpsonman956
I don’t know how he shot this without laughing his ass off in every take. -@foodlovingpig
Brad Pitt made more in that 30-second ad than I will in 10 years. -@muckymucks
I love how awkward and uncomfortable this ad is. Amazing. -@STOPjammietime
This is what happens when you let Jaden Smith write the script. -@OllihuAkbar
The advertisement was shot in black and white, with Pitt speaking directly to the camera in a serious and contemplative tone.
Insights from the Director of Brad Pitt’s Chanel No.5 Ad Campaign
The commercial was designed by acclaimed directors Joe Wright and Sam Taylor-Johnson (via ELLE). According to Andrea d’Avack, the former President of Chanel Fragrance and Beauty, the rationale behind enlisting Brad Pitt was to “keep a legend fresh.” By infusing a new perspective into the time-honored brand, Chanel aimed to rejuvenate its image while keeping the essence of its legacy intact.
According to Taran Killam, the comedic genius behind Saturday Night Live, even Wright was left in the dark about Pitt’s cryptic soliloquy. Killam told Vulture:
When we spoke, Joe Wright hadn’t yet laid eyes on our spoofs, but he’d been surrounded by enough cheerleaders who were singing their praises—‘They’re good, they’re good, they’re good’—so he played it cool. He was a real trooper about it and confessed, ‘I didn’t actually know what they were about either.’
While the commercial’s lofty ambitions might have been admirable, its execution left much to be desired. Instead of the elegant allure one would expect from Chanel No.5, viewers were left with a baffling performance that did little to clarify the product’s appeal.
It was as if Pitt’s monologue was a mystery with no apparent answer, with even the most dedicated fans struggling to piece it together. But hey, at least the actor got a handsome paycheck out of it, right? It’s all part of the journey, after all!
