Grey Goose, the official vodka of the U.S. Open, is celebrating the upcoming 2024 championship with a new campaign starring American tennis player Frances Tiafoe.
Helmed by creative agency MullenLowe, the spot is an ode to sport, style, and the tournament's signature Honey Deuce cocktail made with Grey Goose vodka.
The tennis star, also known as "Big Foe," has become a fan-favorite player as of late due to his cheerful demeanor and impeccable fashion.
According to the brand's press release, clothes have become integral to the tennis spectator experience, as Google Trends show that searches for U.S. Open outfit inspiration increased by 22% between 2022 and 2023.
The Honey Deuce cocktail, meanwhile, has also become a mainstay of the tournament, dubbed as the "season's hottest accessory" by The New York Times.
Invented for the U.S. Open in 2007, the fruity and refreshing drink contains Grey Goose vodka, lemonade, raspberry liqueur, and three honeydew melon balls.
Grey Goose is one of the world's most iconic alcohol brands, owing to its unmistakable logo design and iconic playful packaging.
Grey Goose and Honey Deuce
The main spot opens with a shot of Tiafoe against a backdrop of a bright blue sky, a motif commonly used by Grey Goose.
Showing off a few flashy moves, the competitor dishes on his inspiration, his self-expression, his signature flex, and his love of the game.
Keeping things short and sweet, the spot ends with a shot of the player holding a glass of his favorite cocktail: a Honey Deuce.
Aside from the ad, the campaign will see the launch of a short content series directed by Max Bartick, which will be posted on YouTube, as well as the brand's and Tiafoe's social media accounts.
Three 15-second videos will depict Tiafoe sharing his best outfits, favorite moves to celebrate with, and flashiest serves.
"For me, style has always been another way to bring an upbeat energy to the court and have fun with it. Grey Goose is all about bringing that same energy to the US Open, and any fan of the tournament knows how iconic the Honey Deuce is," Tiafoe said.
Additionally, the campaign will give one lucky U.S. Open attendee the chance to win an upgrade that includes courtside seats and a visit to the Grey Goose suite at Arthur Ashe Stadium in New York.
Grey Goose will also set up on-site branded cocktail bars across four U.S. Open Locations:
- the USTA Billie Jean King National Tennis Center: the Food Village
- the Grandstand Stadium
- the Louis Armstrong Stadium's concourse
- the promenade level of Arthur Ashe Stadium
For fans watching from home, Grey Goose is offering canned Honey Deuce cocktails via DoorDash and Cocktail Courier (in New York City and Chicago only).
As of now, it seems that tennis fashion is still having its time in the sun.
Earlier in July, Roger Federer and Zendaya starred in a tennis-themed spot for On Running.
Editing by Katherine 'Makkie' Maclang
