Kathryn Bigelow to direct Chanel men`s perfume ad

Los Angeles: Oscar-winning director Kathryn Bigelow will direct the advertising campaign for Chanel`s new men`s fragrance, starring professional surfer Ben Fuller.

The `Hurt Locker` maker has been roped in by the brand to create the film promoting Allure Homme Sport Eau Extreme and the company said they chose her because of her affinity with the sport, reported a website.

Christine Dagousset, executive vice president of fragrance and beauty at Chanel, said, "Kathryn Bigelow has an amazing vision and ability to direct action-filled moments. In addition to `The Hurt Locker,` she also directed the surf film `Point Break.`

"She was the best person to direct this type of campaign, especially because of her affinity for the sport of surfing. Because Allure Homme Sport Eau Extreme is the extreme version of the classic Allure Homme, the new concentration was meant to be more edgy, avant-garde and take more risks."

Dagousset added that rather than affecting sales of Allure Homme and Allure Homme Extreme by adding a new fragrance, Allure Homme Sport Eau Extreme actually increases sales of both.