Brad Pitt is the new face for Chanel No. 5, making him the first man to ever officially endorse the fragrance.

Maureen Chiquet, C.E.O. of Chanel, says that picking Pitt to articulate the male response to a female scent “was obvious.” She explains, “No. 5 is the most iconic fragrance of our time, and Brad Pitt is the most iconic actor of our time.” She continued, “Women in every culture love No 5. No matter where you are, No. 5 is there.”

Pitt chimed in on being the new face for the iconic fragrance: “What’s important to remember about Chanel N°5 is how revolutionary this fragrance is,” Pitt said, explaining, “When it was introduced, it broke all the rules. N°5 has always been the most iconic women’s fragrance. That’s what I see being the appeal of this campaign; it goes beyond the abstract of emotion or beauty to evoke what is timeless: a woman’s spirit.”

Watch Brad Pitt in the ad for Chanel No. 5: