Paris Hilton pours up Grey Goose martinis in first campaign as brand’s new CD of Martinis
The heiress’s appointment represents the latest development in a growing trend of brands tapping celebrities to serve as creative marketing leads.
Paris Hilton is Grey Goose's new creative director of martinis / Grey Goose
In a playful new holiday ad from French vodka brand Grey Goose, Paris Hilton mulls over how to make the perfect martini, thumbing through a tome on the history of cocktails. How much vermouth is the right amount? Is the drink best shaken or stirred?
Then, like magic, the heiress-influencer-pop star is handed a bottle of Grey Goose’s Classic Martini Cocktail, a ready-to-drink cocktail in the brand’s signature frosted glass bottle that hit shelves in April of this year. “So, it’s literally already bottled,” Hilton quips. “That’s hot.”
The star proceeds to instruct viewers on how to create the perfect martini – using only Grey Goose’s Classic Martini Cocktail and “a chic glass – that’s cold,” she says, flipping her iconic tagline on its head.
The campaign, directed by acclaimed documentary filmmaker Nina Meredith, launches today in conjunction with the brand’s announcement that Hilton has been appointed creative director of its martinis product line.
The announcement was teased last month in Hilton’s appearance on The Tonight Show Starring Jimmy Fallon, where the star played a drinking game alongside Issa Rae.
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Hilton’s appointment is the latest in a growing trend of brands tapping celebrities to serve as marketing leaders and advisors. Last month, Puma announced that rapper and designer A$AP Rocky will serve as creative director of the sportswear brand’s collaboration with F1. In February, musician and producer Pharrell Williams took the helm as creative director of French fashion house Louis Vuitton, following in the footsteps of the late Virgil Abloh. Rapper Cardi B has served as creative director in residence for Playboy – which has undertaken a progressive revival of sorts – since 2021.
Hilton’s new campaign for Grey Goose, which also includes 15- and 30-second cuts of the 60-second-long hero spot, rolls out today across her channels as well as the brand’s. It was produced in partnership with global media agency RadicalMedia, which counts Pepsi, Rolex, Geico and Virgin Voyages among its clients.
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