Posts Tagged ‘Brad Pitt’

brad-pitt-for-chanel

Get out the red carpet, it’s awards season, dahlinks! Over at Grooming Guru HQ, a veritable metrotastic emporium, ‘Lab Series’ has won the male beauty – sorry I mean male grooming – brand of the year 2012. Not being one for facial scrubs, I know nothing of this product. But I have an award for metrosexy brand of the year myself.

In the autumn, I discussed the merits and problems with Brad Pitt‘s appearance as the new ‘face’ of women’s perfume, Chanel No. 5. Overall I thought this marriage was almost as successful as Brangelina.

And now I am going to come all out and say that Chanel is my metrosexy brand of the year. The tagline for Brad’s ad is ‘Inevitable’. And the reason Chanel is my winner is that Brad for Chanel underlines just how inevitable it is that one day an iconic ‘manly’ movie star would represent an iconic women’s perfume. That in time, metrosexuality would permeate the whole of our culture. Chanel are not being pioneers here. With men already having been ‘cover girls’ for Men’s Health, Gay Times, X Factor, Nivea for Men, etc, the ‘passive’, ‘feminine’ man model is nothing new. But for such a huge brand as Chanel to embrace the zeitgeist secures metrosexuality as THE ‘brand’ of masculinity today.

And, whether you love or hate Brad’s TV advert, you have  to admit that if something can be spoofed it usually means it’s not a total failure. And this spoof by an American TV show is really metrotastically funny!

http://www.usatoday.com/story/entertainment/2012/10/19/team-coco-conan-spoofs-brad-pitts-chanel-no-5-ad/1644589/

So well done Brad and Chanel, you’re QRG’s Metrosexy Brand of the year 2012! Pass me the Babycham I am going to celebrate in style.

Brad Pitt is the new ‘face’ of Chanel – a signature women’s perfume brand. The ad itself is nothing to write home about, and has a definite whiff of a ‘wanabee’ cool. It looks to me like it is emulating  that famous Guinness one, also in Black and White with a man’s voice speaking. But the words, the words in the Guinness ad are a lot more memorable than this vague mumbling from Chanel.

Joanna Schroeder at the Good Men Project has identified why even though it is stylistically dull, this advert is worth commenting on.

http://goodmenproject.com/good-feed-blog/brad-pitt-is-hocking-chanel-no-5/

She writes:

‘I think, as Pitt explains with an emo gaze into nothingness, the world does turn, and we do turn with it. Which perhaps means that life as we know it is changing.

Is this Chanel’s way of saying that the idea of what is “masculine” is blurring with what is “feminine”? That a man may wish to wear a soft, thoughtful, delicate fragrance as opposed to Axe Body Spray, and that’s just fine? Or are they just using a hunk to hock expensive stuff to fangirls?

Either way, I think it’s an interesting choice to cast a man to sell ladies’ fragrances, and am very interested in how the market will react and in what (if any) way the costumer base of Chanel No. 5 may shift.’

Exactly. Now men are pin ups, and men use products as much as women, having a man advertise women’s perfume seems natural.

Though of course the macho metro-denying  ‘male grooming’ industry may disagree. Grooming bloggers such as Lee ‘Grooming Guru’ Kynaston are still desperately clinging onto gender difference and the important distinction between men’s ‘fragrance’ and women’s ‘perfume’, ‘male grooming’ and ‘women’s beauty’.

http://groomingguru.co.uk/2012/10/17/new-fragrance-round-up-whats-hot-whats-not/

It’s all Greek to me. I don’t wear perfume, or fragrance. But I know metrosexuality when I see it. And for the sake of that blurring of gender lines that Schroeder mentions, I like Brad’s ad.