Chanel has used stars like Nicole Kidman, Keira Knightley, Vanessa Paradis, and Catherine Deneuve as spokesmodels for their famous fragrances, but they’ve decided to take a new route for their next campaign for Chanel No. 5. They announced back in May that Brad Pitt would be the first male face of the fragrance, and now it’s finally happening.

After the initial announcement, many were left wondering why Chanel chose to use a man for a fragrance campaign that has historically been fronted by such strong female icons. Andrea d’Avack, the president of Chanel Fragrance & Beauty, offered the explanation that, “To keep a legend fresh, you always have to change its point of view.” He believes that perfume is “a seduction between a man, a woman and the perfume,” which makes Pitt the perfect person to get involved. No. 5 is the company’s top fragrance, and they are “willing to make the investment to keep it on that level,” and make an investment they did! The company paid $7 million just to get Brad Pitt on board. It’s estimated that they’ll spend another $10 million on all the advertising for the campaign.

Women’s Wear Daily got a behind-the-scenes look at the commercial shot for the campaign by Joe Wright, which will debut on October 15. There’ll be print ads starring Pitt as well, which will first appear in November issues of major magazines. The campaign will also be bolstered by an extensive social media outreach. The company hopes the multifaceted and dynamic promotional methods will make people think about Chanel No. 5 in a whole new way. D’Avack wouldn’t share many details about the commercial, but did reveal that Pitt speaks in a way that makes viewers assume he’s speaking to a woman. However, viewers find out in the end that he’s actually addressing the scent. Aside from Pitt’s influence, the brand may also be banking on the fact that viewers who idolize Angelina Jolie will be taken with the campaign. If they know that Pitt likes his women to wear Chanel No. 5 and that he’s in love with Jolie, they’ll buy the fragrance in hopes of being a little bit more like her.

So what do you think of Brad Pitt’s new role at Chanel? Will his sultry sweet-talking in the commercial be enough for you to run out and buy a bottle of Chanel No. 5, or is having a man as the face of a women’s fragrance too strange?