(CNN) – The one thing “inevitable” about Chanel No. 5’s ad campaign starring Brad Pitt was the reaction.
The Internet has been enthralled with a 30-second clip featuring the actor following the brand’s campaign reveal on Monday, and responses have varied from “uncomfortable” to “smoldering” to “nonsensical.”
“It’s not a journey. Every journey ends, but we go on,” Pitt muses in the commercial. “The world turns, and we turn with it. Plans disappear, dreams take over. But wherever I go, there you are. My look. My fate. My fortune. Chanel No. 5. Inevitable.”
It’s the first time Chanel’s opted to use a man to talk about a woman’s fragrance, but for the company it was a necessary switch. The president of Chanel Fragrance and Beauty, Andrea d’Avack, told Women’s Wear Daily that “to keep a legend fresh, you always have to change its point of view. … We think very much that the perfume is a seduction between a man, a woman and the perfume.”
To that end, the commercial – which was filmed by “Anna Karenina” director Joe Wright – is supposed to make you think Pitt’s talking to a woman before you realize he’s talking about the 91-year-old fragrance. (Is anyone else curious if Pitt uses that voice on Angelina, too?)
According to WWD, Pitt’s thought to have pulled in $7 million for his work.
Did you watch the new ad? What’s your take? Leave a comment below.