Chanel has finally released a much-anticipated video for Chanel No. 5 starring Brad Pitt, who is now one of the brand’s celebrity ambassadors. Before the launch of the film, the brand released a series of teaser spots with Brad’s voice and a single photo of him turned to the wall, in the black-and-white palette, which was also used for the full-version film. In the 30-sec spot, which appeared on Chanel’s YouTube page on October 14, the Hollywood A-lister is standing in a casual outfit and talking about the iconic fragrance just like it is a woman… or oxygen and gravitation. Recently, the brand also released a documentary dedicated to the legendary scent and revealed a Chanel No. 5 history-focused webpage.

In the teaser spots, Brad, the first Chanel No. 5 male face, asked the audience several questions such as “Are you going somewhere? Where?”, “Do you feel lucky? Why?” and “What’s the mystery?”. In the final video, shot by acclaimed director Joe Wright (“Anna Karenina”), Pitt, says “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.” The campaign, which cost around $10 million for media spend plus $7 million of Pitt’s endorsement (as estimated by industry professional, the brand doesn’t share the details), also includes prints, which will appear in November fashion magazines.

“To keep a legend fresh, you always have to change its point of view. It is the first time we’ve had a man speaking about a women’s fragrance. We think very much that the perfume is a seduction between a man, a woman and the perfume. No.5 is our leading fragrance, and we are willing to make the investment to keep it on that level,” commented Andrea d’Avack, president, Chanel Fragrance & Beauty, to WWD. “We are reaching the ecosystem of communications vehicles. We believe this dynamic, modern campaign will make people think in a completely different way about No.5.”