At first, I was excited to see Mr. Pitt as the latest addition to the Chanel No. 5 brand. He’s smart, sophisticated, elusive, a little aloof, definitely mysterious, and loads full of that certain je na sais quois…
But as I watched the video again and again, I couldn’t help but feel alerted by a sense that the video is perhaps only too stark, too blank, too precise…it made my gut turn a little too.
If you check out the last shot of the film (0:24-0:26), you will see what looks like the Earth’s surface amidst a storm. Yes, it does! And to top it off, right after – close on BRAD – the film ends with the solemn phrase “Inevitable”.
Now watch it again, and his words take on a whole other meaning…
“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.”
Is Chanel No. 5 striving for innovation, or is this pure illumination on their part? Seems to me like they could change their brand to Chanel No. 666 while they’re at it.
It’s hard to say what’s really going on here, but I just know I’ll be keeping my eye open for more. I only write what I see.
So what’s your take? Innovation or Illumination? Let us know in the comments below. Share it with your friends too! Don’t want to be left in the dark on this one…
Until next time,
This just IN! There’s a second part to this commercial. View it below! What do u think??