Ad of the Day: Grey Goose Boards a Dirigible in One of the Year’s Most Fantastical Spots

Not a magic carpet ride, but pretty close

Headshot of Angela Natividad

Movie night with friends reaches epic heights in Grey Goose's latest chapter of the "Fly Beyond" campaign from BBDO. 

In a bit of an odd premise, the vodka brand's "La Pursuit" spot features a pack of friends who pile into a couple of cars and set off on a dirt road, looking for awesome. Why the sight of a goose in flight would trigger an inspired chase is a mystery, but it's as good a signpost for a bored group as any, and at least they're not hitting cats in a bag or something. 

This goose, though, knows where it's at.

Our feathered friend guides the group to an enormous—and nicely stocked—dirigible, complete with its own swarthy driver. On their wandering quest to nowhere in particular, they scoop film up at an old cinema, jam in an abandoned (yet curiously well-varnished) lighthouse, grab some ice in snowy climes for their cocktails, and enjoy a French film projected onto a cloud. 

Watch it all unfold below: 

" 'Fly Beyond' is a timeless platform," says David Lubars, chief creative officer of BBDO Worldwide. "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.' "

Previous iterations of "Fly Beyond" explored Grey Goose's ambitious origins, and portrayed Grey Goose as the ideal take to celebrate with friends. And while the classic fantastic voyage is just another common spirits trope, "La Pursuit" is an imaginative spin over the old "road trip over whiskey" scene … and it definitely beats another night of Netflix and chill. 

The experience depicted here really does feel extraordinary; it's not just a wank-fest of rich people pursuing expensive things, and a playful score keeps the action light on its feet. When was the last time you rode a dirigible? Or even thought about one? 

The elevation of the rather underappreciated goose into a creature worthy of myth is another nice touch in the hands of director Steve Ayson and Robert Elswit, Oscar-nominated director of photography. "The Goose itself becomes the ultimate luxury icon, imbuing it with more meaning and turning it into a symbol that, when seen, sparks curiosity and desire," the brand says. (Aw, look—they even capitalize it. Bet that's in the Guidelines.) 

The :60 debuted on NBC's Blindspot, and will also run during the NBA playoffs and other prime-time windows, including the finale of Quantico, Saturday Night Live and the Billboard Music Awards. The TV variant will be accompanied by print and out-of-home executions that feature Le Grand Fizz, Grey Goose's signature cocktail for the summer. Digital and social elements will enable people to share their own extraordinary adventures. 

As icing on the cake, Grey Goose is also offering its own, real-life whimsical pursuit: This summer, it's launching a 20-city pop-up store experience called Boulangerie Bleue, which promises to take people to the French Riviera via a secret entrance in a traditional bakery. (We're not sure if that'll be via dirigible, but we'd go on the off-chance.) 

The Boulangerie Bleue program took place in Cannes and Paris last year, where wanderers could order drinks at the world's tiniest dry martini bar, or jam to French band The Shoes under a canopy of paper cranes (or geese). If you're stateside and East Coastal, you're in luck: The Boulangerie's first stop this year will be New York.

CREDITS

Client: Bacardi

Agency: BBDO New York

Title: "La Pursuit"

Bacardi USA

Head of Creative Excellence: Zara Mirza

Chief Marketing Officer, North America: Mauricio Vergara

Grey Goose NAM Creative Excellence Director: Olivia Legere

Grey Goose NAM Creative Excellence Manager: Nadia Malik

Grey Goose Global Vice President: Tom Swift

BBDO New York

Chief Creative Officer, BBDO Worldwide: David Lubars

Chief Creative Officer, BBDO New York: Greg Hahn

Executive Creative Directors: Danilo Boer, Marcos Kotlhar

Creative Directors: Cesar Finamori, Alessandro Fruscella, Bart Mol, Pol Hoenderboom

Senior Project Manager: Noreen Masih

Senior Acct Director: Justin Zerrenner

Account Manager: Nicole Elfstrom

Assistant Account 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

Editing: Final Cut Editorial

Editors: Rick Russell, Ryan Beck

Assistant Editor: Lucy Berry

Executive Producer (U.K.): Michelle Corney

Producer (U.K.): Frankie Elster

Executive Producer (N.Y.): Sarah Roebuck

Head of Production (N.Y.): Jen Sienkwicz

Visual Effects, Color: The Mill

Executive Producer: Rachael Trillo

Senior Producer: Eliana Carranza-Pitcher

Production Coordinator: Casey Sincic

Visual Effects Shoot Supervisors: Corey Brown, Andres Eguiguren

Visual Effects, 2-D Lead: Corey Brown

2-D Artists: Andre Vidal, Ilia Mokhtareizadeh, Nick Tanner, Gavin Wellsman, Jamie Scott, Dae Yoon Kang

3-D Lead: Andres Eguiguren

3-D Artists: Carlos Nieto, Eric Lane, Ivan Joy, Laurent Giaume, Rachel Start, Xuan Seifert, Nick Couret-Chailloux, Justin Diamond, Jeff Lopez

Colorist: Fergus McCall

Audio: Soundtree Music

Producer: Jay James

Composer: Nick Foster

Sound Design: MachineHead

Designer: Stephen Dewey

Mix: Heard City

Engineers: Keith Reynaud, Phil Loeb


@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
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