The French luxury liqueur unveiled a new TV spot directed by Joseph Kahn, who was behind iconic videos such as “Bad Blood” by Taylor Swift.
The campaign celebrates the eccentric twists in life that transform the traditional into the truly grand.
It follows a distinguished gentleman, the host of an elegant party, as he welcomes guests into his mansion. As the party unfolds, our esteemed host takes matters into his own hands.
After drawing inspiration from a painting of Grand Marnier bitter oranges, he reaches for a crank wheel and turns it. A skylight opens and rain begins to fall, wiping the paint from the artwork. As colored liquid drips between the floorboards, he leads guests into a cognac cellar, which springs to life with dance, music and vivid hues; architecture comes alive and the guests’ clothing transforms from conventional to beautifully eccentric. The night has been elevated… simply put: it’s been made more grand. Guests, and viewers, are thus invited to “Live Grand.”
“‘Live Grand’ is about the journey of taking a good experience and transforming it into a GRAND one,” said Kahn. “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.”