Brad Pitt's Chanel N°5 campaign follows the scent's "heritage of surprise and challenge", says director Joe Wright.
The Hollywood heartthrob has become the first man to front a campaign for the iconic fragrance, with the advert debuting earlier this month.
Joe shot the full commercial and insists Brad was the perfect choice to represent the scent, because Chanel has never been afraid to make a statement.
"The N°5 campaigns have always broken the mould: from the exquisite Catherine Deneuve through to the serial Égoïste campaign," he told the latest issue of UK magazine GQ. "I remember being shocked by the audacity of the first Nicole Kidman ad, so the idea of making Brad the new face is really following the heritage of surprise and challenge.
"But I didn't want it to just feel like a gender-reversal gimmick. I wanted it to have an emotional impact."
Joe has made movies including Atonement, Pride & Prejudice and most recently Anna Karenina. He has worked with some of Hollywood's most attractive women, including Keira Knightley, and has discussed the difference between male and female beauty.
"I often find strength in a woman's face, and gentleness in a man's," he explained. "There are a lot of beautiful women in the world, so what makes Brad's face so special? Perhaps it's not his face but his voice and we associate that face with the voice.
"I think it's an interesting choice. I don't think there are too many other men in the world who could pull it off."
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