The one thing "inevitable" about Chanel No. 5's ad campaign starring Brad Pitt was the reaction.
Watch the video at the bottom of this story.
The Internet has been enthralled with a 30-second clip featuring the actor following the brand's campaign reveal on Monday, and responses have varied from "uncomfortable" to "smoldering" to "nonsensical."
"It's not a journey. Every journey ends, but we go on," Pitt muses in the commercial. "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."
It's the first time Chanel's opted to use a man to talk about a woman's fragrance, but for the company it was a necessary switch. The president of Chanel Fragrance and Beauty, Andrea d'Avack, told Women's Wear Daily that "to keep a legend fresh, you always have to change its point of view. ... We think very much that the perfume is a seduction between a man, a woman and the perfume."
To that end, the commercial - which was filmed by "Anna Karenina" director Joe Wright - is supposed to make you think Pitt's talking to a woman before you realize he's talking about the 91-year-old fragrance. (Is anyone else curious if Pitt uses that voice on Angelina, too?)
According to WWD, Pitt's thought to have pulled in $7 million for his work.