BBDO launched a new spot for French vodka brand Grey Goose called “La Pursuit,” marking the latest addition to its ongoing “Fly Beyond” campaign.
In this case, the 90-second spot illustrates the tagline with a ride on a grey dirigible. A group of young men and women take a trip to a field to board the obscure aviation machine and continue going to great lengths to chill a bottle of Grey Goose and watch a film in the sky.
While “La Pursuit” does contain some luxury alcohol brand category trappings, it’s also a memorable, visually inventive illustration of the brand’s tagline and overall philosophy using a fantastical premise. Small nods to the brand throughout come courtesy of the group of friends spotting a goose flying by, with the flight machine itself meant to evoke the brand, and are managed fairly tastefully. Then, of course, there’s the requisite shot of the chilling bottle, which somehow doesn’t feel too forced either.
A 60-second version of the spot debuted on NBC’s Blindspot and will also run during primetime programming including the NBA Playoffs, the Billboard Music Awards, Quantico and Saturday Night Live. Supporting the broadcast efffort are OOH and print components featuring the brand’s signature summer cocktail, Le Grand Fizz, as well as digital and social elements.
” ‘Fly Beyond’ is a timeless platform,” BBDO Worldwide CCO David Lubars told Adweek. “Our job was to make it relevant for what’s happening today. In the end, you want people looking at every part of the campaign thinking, ‘I want to be part of that.’ “
CREDITS
Client: Bacardi
Agency: BBDO New York
Title: LA PURSUIT
Bacardi USA Inc.
Head of Creative Excellence: Zara Mirza
CMO North America – Mauricio Vergara
Grey Goose NAM Creative Excellence Director: Olivia Legere
Grey Goose NAM Creative Excellence Manager: Nadia Malik
Grey Goose Global VP – Tom Swift
BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Danilo Boer
Executive Creative Director: Marcos Kotlhar
Creative Director: Cesar Finamori
Creative Director: Alessandro Fruscella
Creative Director: Bart Mol
Creative Director: Pol Hoenderboom
Senior Project Manager: Noreen Masih
Senior Acct Director: Justin Zerrenner
Acct Manager: Nicole Elfstrom
Asst Acct Executive: Samantha Lieberman
Group Director, Behavioral Planning: Gordon Mclean
Director of Integrated Production: Dave Rolfe
Global Executive Producer: Angelo Ferrugia
Director of Music – Rani Vaz
Director of Production Services: Jessica Nugent
Production Coordinator: Christiana Coleman
Director of Business Affairs: Bernadette Naughten
Business Affairs Manager: Shelly Bloch
Production: MJZ
Director: Steve Ayson
Director of Photography: Robert Elswit
Production Designer: Ernesto Molina y Vedia
Line Producer: Mark Hall
President: David Zander
Executive Producer: Emma Wilkcockson
Head of Production: Janet Nowosad
Local Production / Argentina
Production Service Company: Labhouse
Producer: Natalia Mussolana
Production Manager: Vanessa Ballarini
Editorial: Final Cut Editorial
Editor: Rick Russell
Editor: Ryan Beck
Asst Editor: Lucy Berry
Executive Producer (UK): Michelle Corney
Producer (UK): Frankie Elster
Executive Producer (NY): Sarah Roebuck
Head of Production (NY): Jen Sienkwicz
VFX and Color: The Mill- NY
Executive Producer: Rachael Trillo
Senior Producer: Eliana Carranza-Pitcher
Production Coordinator: Casey Sincic
VFX Shoot Supervisors: Corey Brown, Andres Eguiguren
VFX CD and 2D lead: Corey Brown
2D Artists: Andre Vidal, Ilia Mokhtareizadeh, Nick Tanner, Gavin Wellsman, Jamie Scott, Dae Yoon Kang
3D Lead: Andres Eguiguren
3D Artists: Carlos Nieto, Eric Lane, Ivan E Joy, Laurent Giaume, Rachel Start, Xuan Seifert, Nick Couret-Chailloux, Justin Diamond, Jeff Lopez
Colorist: Fergus McCall
Audio: Soundtree Music Limited
Producer- Jay James
Composer: Nick Foster for Soundtree Music Limited
Sound Design: MachineHead
Designer: Stephen Dewey
Mix: Heard City
Engineer: Keith Reynaud / Phil Loeb