french actor gaspard ulliel was announced as the first ambassador of bleu de chanel on 16 february 2010, becoming chanel's first male ambassador. a television commercial filmed in new york city premiered online on 25 august 2010 and was later released on tv in september 2010. it was directed by martin scorsese and starred ulliel and ingrid sophie schram. 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 remembers 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. the video also featured the rolling stones' song "she said yeah".