Taylor Swift video director leads Grand Marnier campaign

Grand Marnier has partnered with the director behind Britney Spears and Taylor Swift’s music videos for its latest visual campaign, called Live Grand.

Live Grand is Grand Marnier’s first major campaign under Campari’s ownership

Set to launch this month, Live Grand was directed by Joseph Kahn and is the first major marketing initiative from the French liqueur since Italian drinks group Campari acquired Grand Marnier in 2016.

The TV advert starts with a man welcoming guests to a party at his mansion. After being inspired by a painting of Grand Marnier oranges, the man reaches for a crank wheel and turns it. This opens the skylight and allows rain to fall in, erasing paint from the piece of art.

The host then leads his guests down to the Cognac cellar, which comes alive with dancing, music and vivid colours, while everyone’s clothing changes into more eccentric, colourful garments – designed by Björk and Lady Gaga stylist Edda Gudmundsdottir.

The campaign is part of a nationwide broadcast, print and digital campaign, which will cover Hulu, YuMue, YouTube and other viewing platforms.

Kahn said: “Live Grand is about the journey of taking a good experience and transforming into a grand one.

“I was inspired by the deep, rich heritage of Grand Marnier, the brand aesthetic, and the creative license to submerge viewers in a fantastical world that plays into the rich Cognac and bitter orange cues found in this iconic French spirit.”

Grand Marnier’s Live Grand video can be viewed below.