Love them or hate them, the talk-of-the-town Brad Pitt commercials for Chanel No.5 have returned with a conclusive chapter that will either delight or frighten you.
Released on Monday, the second of the Chanel No.5 perfume ads marks the end chapter to the lovelorn Pitt's haunting monochrome monologue. The previous film evoked Catherine Deneuve's monologue for the same perfume from the late 1970s, although you can't say it suits contemporary taste. From British director Joe Wright (Pride and Prejudice, Atonement), the second film recalls the ubiquitous motif of recent Chanel No.5 ads that portray the longing and yearning embodied in the lingering scent of No.5 floating in the air.
It harks back to the lingering sensation left by the unattainable Nicole Kidman in 2004's No.5 The Film and the irresistible sensuality of Audrey Tautou in 2009's Train de Nuit No.5 ads.
The difference is that, this time, the scent isn't represented by a certain woman in the storyline, but instead "a muse who represents many different women". Pitt's monologue is juxtaposed with a series of imagery of "the No.5 muse" who glides by the sea, in a museum or stands by the window of a Shanghai penthouse.
Love it or hate it, it's likely Chanel cares more about putting on commercials as revolutionary as the perfume, which defied the conventional highly ornate bottles and elaborate, romantic names of other perfumes during its time.
"It goes beyond the abstract of emotion or beauty to evoke what is timeless, a woman's spirit," Pitt said about the campaign.
Brad Pitt behind the scenes of the Chanel No.5 commercials, directed by Joe Wright.