Zoe Saldaña opens Grey Goose Hôtel
Vodka brand Grey Goose has launched a new campaign starring Oscar-winning actor Zoe Saldaña.
The campaign focuses on ‘savouring moments of pleasure instead of obsessing over productivity’, or to ‘live as the French do’, following research that revealed many Americans feel too much pressure from work to enjoy their holidays.
It incudes a series of 30-second shorts starring Saldaña – known for her Academy Award-winning performance in Emilia Pérez last year, among various other big-name film credits.
In the clips, Saldaña is seen at the Grey Goose Hôtel, which is imagined in the vein of a European getaway, such as Lake Como, where time doesn’t exist and people ‘dress, eat and drink better’.
In the premiere short, Last-ish Call, she ‘mischievously’ collects cocktail essentials from the hotel’s lobby and kitchen after the bar closes, to extend the good times. This creates the impression that a ‘last call’ at the Grey Goose Hôtel is just a suggestion.
In another short set to debut in mid-July, Not So Dry Martini Cocktail, Saldaña and friends are on the beach drinking Grey Goose cocktails when the rain threatens to spoil their fun. Rather than let the rain ruin the moment, they embrace the weather and ‘transform’ their drinks into ‘not-so-dry’ Martinis.
At the heart of the campaign, the hotel is the “living expression of our belief that pleasure is essential,” said Aleco Azqueta, Grey Goose global vice president of marketing.
“Time is meant to be enjoyed, not just managed. When we’re always rushing, we miss the moments that truly matter. ‘Make Time Wait’ is our call to rediscover joy, not in what we check off our to-do list, but in what we truly take in,” he added.
The campaign was made in collaboration with creative agency BBH USA, director Martin Werner, director of photography Rodrigo Prieto, and executive producers Laura Macauley and Jen Beitler.
Throughout the year, the campaign will be supported by activations and immersive pop-ups that let consumers ‘check in’ to the hotel. It will also air during big sporting moments over the course of the summer, including NBA Finals, US Open Golf Championship, Wimbledon, and the US Open Tennis Championship.
Saldaña called working with the Bacardi-owned brand a “full circle moment” after previously teaming up with the vodka two decades ago.
She said: “I feel especially aligned with this campaign’s message of living in the present.
“Working on the Grey Goose Hôtel has been a great reminder to stop fretting about being productive and start saying ‘yes’ to more moments that inspire joie de vivre.”
Saldaña has also created a cocktail recipe for the campaign, which you can see below.
For more cocktail recipes, check out our most recent roundup.
Le Zoé Spritz
Ingredients:
- 40ml Grey Goose Vodka
- 40ml Rosé from Provence
- 40ml Perrier sparkling water
- 85ml Strawberry juice
- 15ml Fresh lemon juice
- Sliced strawberries
- Blueberries
- 1 sprig of thyme
Method: In a wine glass, add Grey Goose, rosé wine, Perrier, strawberry juice and fresh lemon juice over cubed ice and stir gently. Garnish with sliced strawberries, blueberries and a sprig of fresh thyme.
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