October 15, 2012
Here’s a perception test to try at your office. Ask the guys what they think of the above ad, if they’ll sit still enough, and you’ll get something like “cornball writing, cornball delivery. Why did you subject me to this?” Ask the women, and you’ll get something along the lines of “Love it! It’s Brad Pitt. Duh.”
As Celeste Headlee reported on NPR Sunday:
Chanel No. 5 has been around for 92 years. And the recipe for its iconic commercials has been the same for more than three decades. Take a famous actress, add an accomplished director and mix until you have a mini film… Today, Chanel is releasing a new commercial created with that same formula: big-time director and big-time star. But there’s a twist. That star… is a man.
Think about it, guys. When the real message is, “Brad Pitt like Chanel. Wear Chanel. Get Brad Pitt,” who cares about the writing?