Brad Pitt first man to front Chanel No. 5

Chanel unveiled its latest No. 5 advertising campaign on Monday, featuring the man its creative director calls the "sexiest man in the world" actor Brad Pitt.

Looking thoughtful against a gray background, the 48-year-old Hollywood star ponders life in the short video directed by Joe Wright, best known for movies such as Pride and Prejudice, Atonement and two commercials for Chanel's Coco Mademoiselle fragrance featuring Keira Knightley.

"It's not a journey. Every journey ends but we go on. The world turns and we turn with it. Plans disappear. Dreams take over. But wherever I go, there you are. My luck. My fate. My fortune. Chanel No. 5. Inevitable," says Pitt in the video.

Pitt, who is engaged to actress Angelina Jolie, becomes the first man to front the luxury brand's most famous women's perfume with a rumoured fee of 4 million GBP, a decision applauded by Chanel's creative director, Karl Lagerfeld.

"I think it's a very good idea. It's even beyond a commercial idea. It's a new statement," exclaimed Lagerfeld, who does not control the perfume side of the Chanel business.

Dressed in his trademark dark shades and gloves, fashion's most recognizable designer and the man who has steered Chanel for the past three decades was in London on Thursday for the opening of Chanel's Little Black Jacket photography exhibition at the Saatchi gallery.

Just like No. 5, Lagerfeld said, Pitt is an icon and perfect for the role.

"Why not? Men have to smell the perfume so I think it's the perfect idea. It was never done, normally it's always girls and stars and things like this. I think it's the newest idea in the perfume industry and everybody uses Marilyn Monroe and all the stars that we've done and all that, so I think the newest idea Chanel could have was to take a man but for that you have to take the most famous and the most sexiest man in the world and that's Brad Pitt," said the German designer.

The new ad campaign also features several mini video clips in whi! ch Pitt asks questions like: "Are you going somewhere? Where?" and "Do you feel lucky? Why?"

Chanel No. 5, with a mix of 80 ingredients, was introduced in 1921 and has since become one of the most popular and best-selling perfumes in the world.