But Pitt has always been canny about doing things, like the cover of Wired, that will enhance his image. While he doesn't usually do this sort of video pitch work, this black-and-white 30-second Chanel No. 5 ad is arresting. Shot in London in May by Joe Wright, who directed "Anna Karenina" star Keira Knightley's Chanel spot, it's the first time a man is pitching the fragrance. It still surprises me that Pitt did it. Does he come out ahead on this one? I'm sure the money will be put to good use.