Chanel has always created esoteric and dream like advertisement having an element of mystery in them. Brad Pitt’s new advert- ” There you are” for Chanel fails to capture that magic. It leaves audience cold feet and confused. The advertisement fails to capture the enigma and class which Chanel represents.
What went wrong? It was pure genius to use the world’s most sexiest man to endorse a feminine fragrance but sadly,the attempt was a miss. Brad Pitt has not been able to deliver the brand message effectively, he looks confused and seems like having a hard time keep a straight face. It not clear what he wants to say, the lines do not make any sense! Being esoteric is one thing but not making any sense is another story. I blame the Chanel team for being dispassionate about their brand and not fully understanding the Chanel brand image and message. They ruined what could have been a beautiful and iconic advertisement.
Repercussions : Chanel reputation will not take a hit with this poor show in fact ,they have yet again managed to make waves in media. Brad Pitt comfortably managed to walk away with 7 million dollars but, with his career hanging by the thread it will be difficult to assess the damage to his reputation. Media is having a field day at Brad’s expense.
Verdict: A brave move which sadly misfired.
From my desk 