Brad Pitt has become the first male spokesperson for the women’s fragrance Chanel No.5 since legendary French designer Coco Chanel launched it in 1921.

Pitt, 48, can be seen with long hair and in casual attire as he delivers a monologue in the black-and-white video directed by filmmaker Joe Wright.  The video can be viewed here.

“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 fourtune.  Chanel No.5, inevitable,” Pitt says in the short video.

The video is part of a $10 million advertising campaign, with  $7 million going to Pitt, according to Women’s Wear Daily.

The actor has called the fragrance “revolutionary” in a statement from Chanel.