Grey Goose and Zoe Saldaña check in to French-style living in global campaign

Vodka brand Grey Goose is serving up a new twist on leisure with the launch of its global campaign, "Grey Goose hôtel", fronted by Oscar-winning actor Zoe Saldaña and brought to life by BBH USA, the vodka brand’s newly appointed creative agency of record.

The campaign debuts with a series of short films that spotlight the brand’s take on the French art of living where indulgence is essential and time bends to joy, not productivity.

Directed by Martin Werner with cinematography by Oscar nominee Rodrigo Prieto, the hero spot Last-ish call follows Saldaña as she sneakily extends the night after the hotel bar closes, proving that at Grey Goose Hôtel, last call is just a suggestion.

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Another spot titled Not so dry martini cocktail, set to drop in July, sees Saldaña and friends weather a beachside storm in stride, turning mishap into magic with a cheeky nod to the brand’s signature martini.

The campaign rolls out on 12 June across TV, digital and social, running during marquee summer moments such as the NBA Finals, U.S. Open Golf Championship, Wimbledon, and the US Open Tennis Championship. Behind-the-scenes content, including Saldaña’s summer cocktail tutorial for the Le Zoé spritz drink will drop on Grey Goose's Instagram.

“The opportunity to work with Grey Goose again after almost two decades has been such an amazing full circle moment, and I feel especially aligned with this campaign's message of living in the present,” said Saldaña.

“Working on 'Grey Goose hôtel' has been the great reminder to stop fretting about being productive and start saying ‘yes’ to more moments that inspire joie de vivre (joy of living)," added the actress. 

The campaign’s creative reflects that ethos from the dreamy Lake Como set to the carefree styling and vibrant music. “Time is meant to be enjoyed, not just managed,” said Aleco Azqueta, global vice president of marketing at Grey Goose.

“When we're always rushing, we miss the moments that truly matter. 'Make time wait' is our call to rediscover joy," added Azqueta. 

In real life, Grey Goose will extend the hotel experience through a series of rolling activations throughout the year, inviting consumers to "check in” and explore the brand’s luxury-meets-leisure mindset.

BBH USA worked alongside executive producers Laura Macauley and Jen Beitler to deliver the campaign. 

Grey Goose is the latest premium spirits brand to anchor a global campaign in national identity. While the vodka brand has leveraged French cultural values, Aperol's recent campaign celebrated Italian aperitivo culture. The campaign launched globally in over 30 countries and celebrates the liqueur's role in shaping social moments everywhere. 

Closer to home, Tiger Beer celebrated the unapologetic ways Singaporeans live, connect and express themselves in its latest SG60 campaign titled "Our roar, our way".

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