Brad Pitt teamed up with the folks at Chanelto promote their Chanel 5 fragrance in this confusing and unquestionably dramatic commercial. We can assume that they were going for the tried and true strategy of appealing to the emotions of the consumer. Nike and P&G did this incredibly well during the Olympics when their commercials became a source of American pride and a reminder that we really aren’t all that bad. Chanel however, failed miserably. It’s safe to say they threw quite a bit of money at this thing only for it to completely backfire when consumers started asking what Brad Pitt was even talking about.
The commercial completely lacks substance and uses every trick in the book to make you think it’s a great product. They used low lighting, black and white film, Brad Pitt, Brad Pitt’s dramatic narrative, and a transcript filled with big statements that mean absolutely nothing. Here is what he actually says in the video:
“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” Watch it below for yourself and let us know if you figure out what they were going for. With over 2.6 million views on YouTube in only a few days it’s safe to say that Chanel got the word out.
If that wasn’t enough, here they are giving it another shot and falling on their faces yet again.
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