• by Teresa Buyikian , Yesterday

Grey Goose leans on the brand’s French foundation and sensibilities by encouraging its audiences to embody joie de vivre in a series of short films featuring actress Zoe Saldaña.

The new international campaign, created with BBH USA and directed by Martin Werner, all depict the Oscar-nominated actress at the Grey Goose Hotel, a (fictional) lavish resort on Italy’s Lake Como, “where people dress, eat and drink better and where time appears to be nonexistent,” per the brand.

In the first spot, “Last Call-ish” seen here, Saldaña tiptoes around the hotel after the bar has closed for the night, gathering supplies – including Grey Goose, of course — to keep the party going poolside with her friends. A night manager happens upon the group, but instead of busting the late-night partiers, he arrives bearing more ice.

"At the heart of our new campaign is the Grey Goose Hotel, a living expression of our belief that pleasure is essential," said Aleco Azqueta, Grey Goose global vice president of marketing, in the announcement. "Time is meant to be enjoyed, not just managed… (The campaign) is our call to rediscover joy, not in what we check off of our to-do list, but in what we truly take in."

A second film, “Not So Dry Martini Cocktail," will break in mid-July. The films will run throughout the summer across linear TV, online video and social media, as well as during events such as the NBA Finals, U.S. Open and Wimbledon. Supporting behind-the-scenes content will run across the brand’s social channels, and experiential “Grey Goose Hotel” activations will take place globally throughout the year.

Saldaña isn’t a stranger to the Grey Goose brand. The actress actually stared in a previous ad campaign for the vodka brand almost 20 years ago.