Chanel released a series of short teaser videos from its upcoming Brad Pitt Chanel No. 5 ads so that you can, I dunno, make them your ring tones or something. Pitt’s endorsement of the brand cost Chanel a reported $7 million, so no doubt the company intends to milk it as long and hard as possible; hence the weird ad prequels. Over a still frame of the actor, his shaggy head turned away from the camera as if in shame, Pitt’s voice intones, “Do you feel lucky?” Four-second pause. “Why?”
Not particularly lucky, Brad Pitt. I mean, am I supposed to? Why are you asking me this? Is this a test? Will my response unlock the secret to whether I’m an optimist or a pessimist or some other kind of -ist? Are you actually giving me a Myers-Briggs? Cause I think I already took that one and I got ENTJ. I mean, sometimes I feel lucky but mostly I just feel anxious about whether I should feel lucky, you know? Why? Why? How the hell should I know?