[5] French actor Gaspard Ulliel was the first ambassador for Bleu de Chanel and remained as the face of the fragrance for twelve years, until his death in January 2022.

In the commercial, Ulliel played a young filmmaker in the middle of a press conference who sees his ex-girlfriend (Schram) among the journalists and reminisces about the past and the beginning of their relationship, until he says: "I'm not going to be the person I'm expected to be anymore", gets up and leaves the room.

[14] Directed by James Gray, it was filmed in Los Angeles and featured Jimi Hendrix's cover of Bob Dylan's "All Along the Watchtower".

[15][16] British filmmaker Steve McQueen directed a new commercial for Bleu de Chanel released on June 1, 2018.

[22] Chanel also paid tribute to Ulliel during their Spring/Summer 2022 Haute Couture show at Paris Fashion Week on 25 January 2022.

[26][27][28] Bleu de Chanel was a top Christmas seller for American luxury department store Bloomingdale's in 2010, and also the chain's biggest men's fragrance premiere ever.