J's Page

For when I need more than 140 characters to finish a thought on marketing, media or message.

Just in time for Christmas: Brad Pitt — for Chanel

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As I fight my way through the throngs of the holiday shoppers, I feel like someone is watching me — namely Brad Pitt, who looks oddly Jesus-like in his off-putting stand-alone signage for Chanel. The signs seemed to pop up around the time that his movie Killing Them Softly was released.
 

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For those of you who missed the flap in October and are wondering why you’re seeing Pitt and his baby blues hawking Chanel No. 5 all over the malls near you, it’s because he reportedly received $7 million dollars to become the new spokesman for the iconic perfume, a campaign kicked off in mid-October with a much-parodied commercial that tried to use sex and fantasy appeals but missed the mark, according to some critics and YouTube commenters. As viewers tried to digest and dissect the odd messages in the ad, they still remember the brand — the product — even if they have less-than-positive attitudes toward the spokesman. I have to admit that although I don’t like the black-and-white signage promotion the fragrance, I was still motivated to stop at the counter and reacquaint myself with No. 5. Did I buy? No. There wasn’t a conversion, but I still stopped and considered the product. (There I was — as the ad says.)
 

 
At the time of this writing, the “There You Are, Part I” spot, published on YouTube on Oct. 14, 2012, had 7,226,692 views, 13,049 likes and 6,572 dislikes.

RELATED: From March 2011 — Keira Knightley’s Coco Madamoiselle ad

Author: Jacqui Barrineau

Jacqui Barrineau is a writer and editor who lives in the suburbs of Washington, D.C., with husband Trey, a Shetland Sheepdog, and two unhelpful-but-funny cats. Her work has appeared in "So to Speak" and "Calliope," and she's a regular contributor to the flash-fiction sites Paragraph Planet and Doorknobs & Bodypaint. Once upon a time, she was the audience engagement editor at USA Today. Now she does other fun things that involve advertising, marketing and social media. The views expressed here and in other outlets are hers, not her employers'. Outside of work, she's proud to serve on the Northern Virginia Community College Marketing Advisory Committee. As a committee member, she joins industry leaders in lending their knowledge and expertise to ensure the college's Marketing curriculum is relevant and responsive to the needs of the students and the surrounding business communities.

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