The build-up to the launch of the new advertising campaign for Chanel No. 5 has officially started with a sneak-peek this morning in WWD. Brad Pitt had been announced earlier as the new face of the legendary fragrance -- and it's a bearded face, with long hair, for the very first time in the history of the perfume for women that was born in 1921. Apart from the gender twist, we learn that the new commercial features the fragrance as if it were a character, a woman, with whom, as it turns out, Pitt converses.
Are these two angles enough to qualify as a fresh perspective, or are Chanel keeping something else up their elegant sleeves?
“To keep a legend fresh, you always have to change its point of view,” said Andrea d’Avack, president, Chanel Fragrance & Beauty. ...
The reveal will take place on October 15th, 2012 when the commercial is released. The print campaign will follow in November 2012.
The latest outlook on the No.5 will also be supported by comprehensive new-media outreach, something they have done in the past, but which promises to be carried out at a new level, if only because it is about their pillar fragrance, and even more than that, their heirloom perfume.
" D’Avack added that the campaign will also include extensive social-media outreach. “We are reaching the ecosystem of communications vehicles,” he said. “We believe this dynamic, modern campaign will make people think in a completely different way about No.5.”
The budget for the advertising campaign is reported to be $10 millions just for the American market and $7 millions, just for Brad Pitt.