Hasta La Creative!

JWT New York launched a new “Live Grand” campaign for Grand Marnier, the first since Campari’s acquisition of the brand, centered around a spot directed by Joseph Kahn, best known for directing music videos for the likes of Taylor Swift, Lady Gaga, Britney Spears and Katy Perry.

The spot, which will run on broadcast and digital, opens on a formal party with guests politely mulling about. “With Grand Marnier, you dare to put a twist on the traditional,” the voiceover begins, as the guest pulls a crank opening the ceiling and letting the rain in. As he leads guests into the cognac basement, color runs down from paintings to stylize their drab outfits and the real party gets started.

It’s a certainly an odd setup but the spot attempts to make up for its lack of logic with style (including designs from Sonia Rykiel by Bjork and Lady Gaga stylist Edda Gudmundsdottir.) We really can’t condone the destruction of fine art, though.

“‘Live Grand’ is about the journey of taking a good experience and transforming it into a grand one,” Kahn said in a statement. “I was inspired by the deep, rich heritage of Grand Marnier, the brand aesthetic, and the creative license to submerge viewers in a fantastical world that plays into the rich Cognac and bitter orange cues found in this iconic French spirit.”

“Joseph Kahn has built a brilliant career defined by originality and a disdain for convention,” added Campari America vice president, marketing Melanie Batchelor. “We knew immediately that he was the perfect fit for Grand Marnier. With ‘Live Grand,’ we’re inviting the world to join us in celebration – while reintroducing this beautiful blend of Cognac and exotic bitter orange to a new generation of stylish and sophisticated spirits drinkers.”