Jacob Elordi is the new Blue Hero in the perfume commercial directed by Alfonso Cuar&oacute;n, set in a nocturnal Hong Kong, vibrant with energy.

Cosmetic brands seem to be firmly convinced of the strategic role of global ambassadors, given the rapid succession of new A-listers enlisting in their ranks (in the last few months alone, newcomers include Nicole Kidman , Demi Moore , Rosalia , and Vanessa Kirby ). But even in this crowded context, the announcement of Jacob Elordi as the new face of Chanel 's Bleu has caused a sensation. And not only because the Australian is at the top of the list of heartthrobs on the planet, but because he takes the place of Timoth&eacute;e Chalamet , who was hyped for so long that he paradoxically exhausted his media appeal in a world always focused on The Next Big Thing: Elordi is also the first non-French actor to embody the perfume, played (before Chalamet) by Gaspard Ulliel , from its launch in 2010 until his untimely death in 2022. At the cinema this summer with "The Dog Stars" by Ridley Scott alongside Margaret Qualley , currently on platforms with the third season of "Euphoria" , immediately after the blockbuster "Wuthering Heights" by Emerald Fennel (who had already directed him in "Saltburn" , his best performance to date) and after an Oscar nomination for "Frankenstein" which gives a measure of his status in the industry, Jacob continues to shoot one film after another.

Blue perfume, CHANEL. (Courtesy of Chanel)

Directing the Chanel commercial is Alfonso Cuar&oacute;n (Oscar winner for "Gravity" and "Roma" ), chosen by Thomas du Pr&eacute; de Saint Maur (Head of Global Creative Resources Fragrance and Beauty for the brand) " for his unique way of capturing masculinity ." This is " Blue's first action film after 16 years of introspection," set in Victoria Harbour, in a nocturnal Hong Kong where Elordi and model Libby Taverner chase each other and engage in a fluid martial arts choreography to steal the perfume. For du Pr&eacute; de Saint Maur, the choice of Elordi is due to the fact that "he doesn't fit the conventional image of the action hero. He embodies a kindness and sensitivity that give a new dimension to masculinity." Today, strength lies in balance and caring for others, and this campaign represents a form of power based on sharing, not domination,&rdquo; while the short is a way &ldquo; to add an extra dose of soul, evoking an emotion, leaving an imprint on the imagination. The fundamental issue is to preserve the essence of the house by remaining faithful to its vision, its values, and its philosophy, constantly reinventing the way they are expressed so that they always remain in step with the times. For me, heritage only stays alive if it continues to be questioned and reinterpreted. My goal, therefore, is to tell this story in a way that feels relevant today, drawing on the talents and creative tools of our time. In the new film for Bleu de Chanel L'Exclusif (Olivier Polge's latest version of the original perfume created by his father, Jacques), what interests me is the modern energy that flows between the two protagonists: a subtle form of seduction, a resolutely contemporary balance shaped by the independence, strength, and elegance so dear to Gabrielle Chanel. It is in this tension that timelessness emerges ."

Chanel's Blue Hero: Jacob Elordi Is the New Ambassador

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