2023-11-11 17:16:04
Pop culture star Paris Hilton takes on the role of creative director for Gray Goose. In a Christmas ad directed by Nina Meredith, Hilton shares her mixology secrets. The move reflects the growing trend of brands collaborating with celebrities, such as A$AP Rocky and Pharrell Williams, seeking a bigger boost by partnering with influential figures who appeal to their target audience.
Paris Hilton, the heir to her father’s empire and pop culture star, enters the universe of martinis as creative director of the French vodka brand Gray Goose.
Her debut in this new role is playfully featured in a Christmas ad, where Hilton shares her secrets to making the perfect martini.
The ad, directed by documentary filmmaker Nina Meredith, shows Paris Hilton diving into the art of mixology as she reflects on the key elements to creating the perfect martini.
Flipping through a tome on the history of cocktails, Hilton wonders about the precise amount of vermouth and the proper technique for mixing the drink.
The scene comes to life when you receive a bottle of Gray Goose’s Classic Martini Cocktail, a ready-to-drink creation that hit the market in April of this year.
Humorously, Hilton comments: “So, it’s literally already bottled. “That’s hot.”
Paris Hilton: creative director
The campaign, which includes 15- and 30-second versions in addition to the main 60-second ad, is billed as the culmination of Paris Hilton’s recent appointment as creative director of Gray Goose’s line of martini products.
This decision follows the trend of different brands seeking the collaboration of celebrities as leaders and marketing advisors.
There are many examples, such as A$AP Rocky, Pharrell Williams and Cardi B, who have taken on similar roles at various brands.
Hilton’s choice not only brings her renowned personality and style, but also highlights the increasingly frequent collaboration between celebrities and brands.
This strategy has proven to be effective, giving brands an extra boost by partnering with influential figures who can attract the attention of their target audience.
According to The Drum, the inclusion of Paris Hilton as creative director of Gray Goose’s line of martinis has generated mixed reactions among industry experts.
Some predict that this association will bring a fresh and modern air to the brand, capturing the attention of a younger and more diverse audience.
In a Christmas ad directed by Nina Meredith, Hilton shares her mixology secrets.
Others suggest that Hilton’s influence could lead to innovations in the world of martinis, fusing classic elegance with a contemporary twist.
The campaign, produced in collaboration with global media agency Radical Media, launches this weekend on Hilton and Gray Goose channels.
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