• by Fern Siegel , Yesterday

Zoe Saldaña won the Oscar for Best Supporting Actress in "Emilia Pérez." But her latest role is starring in various spots for French vodka Grey Goose.

BBH USA, the brand's new creative AOR, with support from Le Truc, launched its first work for the 30-second "Last-ish Call,"  set at Grey Goose Hôtel and shot at Lake Como, a top European destination.

The campaign runs across select social channels later this week, rolling out on TV and other platforms starting June 12. It also airs during the NBA Finals, U.S. Open Golf Championship, Wimbledon and the U.S. Open Tennis Championship. The recipe for Saldaña summer cocktail, La Zoé Spritz is available on the brand's Instagram channel @greygoose.

A second spot, "Not So Dry Martini Cocktail," debuts in mid-July. In it, Saldaña and friends are soaking up the sun beachside with Grey Goose cocktails when a sudden rainstorm appears. Pop-up events themed around Grey Goose Hôtel will kick off throughout the year.

“Grey Goose Hôtel marks a new chapter for one of the world’s most iconic luxury brands ... As the new global creative partner, we set out to reintroduce the brand through a modern luxury lens, with a twist  — elevated but approachable, sophisticated but with a playful edge. This work signals the start of a bold reinvention, and we’re just getting started,” said Steven Panariello, CEO of BBH USA.

Aleco Azqueta, Grey Goose global vice president of marketing, called Grey Goose Hôtel "a living expression of our belief that pleasure is essential."

In 2024, MarketWatch reported the Bacardi-owned vodka brand earned $2.6 billion in retail sales and had a volume of 12 million cases.