Grey Goose & US Open | Celebrate with Style & Honey Deuce | Clapboard Ad Archive

US Open x Grey Goose

Description

In August 2024, Grey Goose and the US Open partnered with MullenLowe to launch a dynamic film campaign titled "Frances Tiafoe & GREY GOOSE® Vodka: Celebrating the US Open 2024 in Style," capturing the vibrant fusion of sport and fashion. Centered around celebrated tennis star Frances Tiafoe, this campaign invites fans to embrace the celebratory spirit both on and off the court, highlighting bold courtside fashion and the iconic GREY GOOSE® Honey Deuce™ cocktail as the ultimate companion to elevate the US Open experience. By blending the excitement of world-class tennis with the sophistication of premium vodka, the campaign amplifies brand positioning in the alcoholic drinks and sports sectors, inspiring consumers to enjoy memorable moments with style and flair. Viewers are encouraged to create their own US Open atmosphere at home by accessing the official Honey Deuce™ cocktail recipe and exploring a curated series of vodka cocktail tutorials available on Grey Goose’s digital platforms, enhancing engagement through interactive content. The campaign leverages Grey Goose’s esteemed reputation as a high-quality, uncompromising premium vodka brand, reinforcing its commitment to responsible enjoyment. Supported by an integrated social media presence across Instagram, Facebook, Twitter, and Pinterest, the campaign maximizes reach and connection with a diverse audience passionate about luxury lifestyle and sports culture. The fusion of Frances Tiafoe’s energetic persona and Grey Goose’s elegant brand essence culminates in an innovative marketing approach that strengthens consumer affinity and boosts visibility during a marquee sporting event. Featuring one compelling media asset, this collaboration adeptly marries the thrill of the US Open with the stylish allure of GREY GOOSE®, setting a new standard for celebratory experiences in 2024. #GreyGoose #USOpen #Tiafoe #ViveLaVodka #USOpenFashion

Credits

Client

Grey Goose, US Open

Agency

MullenLowe, MullenLowe US

Director

Max Bartick

Starring

Frances Tiafoe

Production House

Florence

Producer

Ned Brown, Jerad Anderson, Ellie Kitman

Stills Photographer

Hans Newmann

Crew

Pia Mileaf-Patel, Annie Brune, Natasha Marshall, John Vallon, Andy Schwartz, Max Strode, Nate Smith, Chris Gorman, Jason Hubert, Devin McLaughlin, Joe Kurtz, John Kimmer, Mike MacKenzie, Mike Matney, Kyle Sandhoff, Noel Sadak, Isabel Echavarria, Jocelyn Sedjro, Stephanie Middendorf

Cinematographer

Kai Saul, John Sands

Production Designer

Bette Adams

Art Assistant

Bell Frances-Bell, Arthur Majano, Lucas Bond

Food Stylist

Sean Dooley

More like this

Feel The Real - Meta, Supernatural | Clapboard Ad Archive

Supernatural’s Feel The Real campaign, developed for its 2023 brand relaunch under Meta and crafted in partnership with RSA Films, signals both a creative and strategic recalibration for the VR fitness contender as it asserts its place in the sports and fitness market. This film-led effort centers on the launch of Unreal Fitness, immersing viewers in a cinematic journey through Iceland’s dramatic landscapes, from glaciers to windswept beaches, in direct service of dramatizing the product’s key proposition: the power of VR to dissolve the boundary between the living room and the world’s most breathtaking workout environments. Departing from conventional product demos or interface walk-throughs, the campaign opts for what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, using visually exaggerated and stylized real-world settings to metaphorically communicate the emotional and sensory impact of exercising within the Meta Quest ecosystem. By foregrounding full-body movements syncopated to propulsive music and capturing the interplay between human exertion and sublime natural backdrops, the campaign both embodies and amplifies Supernatural’s USP: the transformative, present-tense sensation of exercise as escape and elevation. The decision to film on-location conveys authenticity and scale, reinforcing Supernatural’s claim to experiential depth and setting a higher bar for immersion in a sector crowded with competitors like Peloton, Mirror, and Apple Fitness+, who typically position digital fitness through interfaces, trainers, and community rather than a literal translation of adventure. In creative terms, RSA Films leverages its expertise in capturing the dynamism of the human form in motion, expertly encoding the product promise into kinetic, aspirational storytelling for an audience as motivated by novelty and inspiration as by performance. The campaign’s lifestyle-forward approach also signals a move towards broader emotional resonance, targeting tech-savvy, health-conscious consumers eager for engagement that feels real, memorable, and differentiated from other connected fitness offerings. In numeric terms, Clapboard rates this 67/100. For an industry relentlessly searching for ways to elevate the fitness experience beyond transactional utility, Feel The Real demonstrates that the next frontier lies in merging innovative technology with authentic, sensory-rich storytelling.

Campaign Proposition

The "US Open x Grey Goose" campaign strategically positions Grey Goose as the premium vodka choice that elevates lifestyle moments tied to major sports events, specifically the 2024 US Open. By aligning the brand with tennis star Frances Tiafoe and the culturally rich environment of the US Open, the campaign promises a seamless fusion of sport, fashion, and sophisticated celebration. The core value proposition centers on enhancing the US Open experience both on and off the court, inviting consumers to partake in a lifestyle that combines refined taste with the excitement of sports and social occasions. The market strategy leverages the intersection of sports culture and fashion-forward lifestyle trends to engage an audience that values both athletic excellence and stylish social experiences. The campaign insight recognizes that modern sports fans seek more than just game-day action—they aspire to participate in related lifestyle moments, such as fashion expressions and celebratory rituals. By featuring Frances Tiafoe, a rising tennis figure known for his energetic and fashionable presence, Grey Goose taps into a youthful, aspirational demographic that appreciates authenticity and premium quality. Creatively, the campaign uses film content centered on the iconic GREY GOOSE Honey Deuce cocktail to create a lifestyle narrative that encourages at-home engagement with the US Open experience, extending brand interaction beyond the live event. This approach is amplified through digital platforms, including instructional cocktail recipes and a series of vodka-focused content, driving deeper consumer involvement and reinforcing Grey Goose’s position as the vodka synonymous with upscale sports celebrations. The holistic strategy effectively integrates brand heritage, cultural relevance, and digital engagement to cultivate brand affinity within the competitive alcoholic beverage market linked to sports and lifestyle audiences.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign prominently features tennis star Frances Tiafoe, partnering with Grey Goose to celebrate the US Open in style. The celebrity’s presence is central, as indicated by the title and description, positioning Tiafoe as the recognizable face connecting themes of fashion, sport, and celebratory cocktails. The creative approach leverages Tiafoe’s influence and appeal to enhance brand association and aspirational lifestyle cues without stressing a narrative arc, testimonial, or overt problem/solution setup. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Big Game Spot: Mr. T in Skechers - Skechers | Clapboard Ad Archive — archive collection thumbnail

Big Game Spot: Mr. T in Skechers - Skechers | Clapboard Ad Archive

The 2024 Skechers Big Game Spot featuring Mr. T is a standout film campaign that creatively showcases the brand's innovative Hands Free Slip-ins®, encapsulating a message of effortless style and comfort. In a clever twist, Skechers humorously acknowledges that while it may not have the letter 't' in its name, the only 't' that matters is the iconic Mr. T himself, serving as a cultural touchstone that adds both humor and familiarity to the brand narrative. The campaign positions Mr. T not only as a recognizable figure but as a testament to the ease of slipping into these footwear options, effectively communicating that if someone as tough and famous as Mr. T can embrace the comfort of Skechers, then anyone can. Complementing this star power is the voice of former NFL quarterback Tony Romo, who adds a relatable and lighthearted element, reinforcing the playful educational aspect of the ad with a clever spelling lesson that seamlessly integrates into the narrative. This strategic use of celebrity endorsement taps into the nostalgia and charisma of Mr. T, creating an immediate connection with the audience, while Romo's presence serves to enhance credibility and relatability among sports and lifestyle consumers. The campaign's emphasis on convenience through innovative design is a direct appeal to consumers seeking practicality without sacrificing style, effectively targeting a demographic that values both comfort and fashion in their footwear choices. With nearly 27 million views across platforms, the campaign demonstrates significant reach and engagement, affirming its resonance within the competitive sportswear market. What Clapboard's taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities—this campaign leverages Mr. T’s legendary status to strengthen brand recall and connect Skechers with high-profile personalities. Clapboard rates this 68/100 in Clapboard's global creative archive. This campaign exemplifies how humor and celebrity can be effectively intertwined to create a compelling call to action that elevates brand awareness while appealing to a broad audience.

Greatness Moves Us - Canadian Paralympic Team | Clapboard Ad Archive — archive collection thumbnail

Greatness Moves Us - Canadian Paralympic Team | Clapboard Ad Archive

Greatness Moves Us is the 2024 flagship campaign from the Canadian Paralympic Team and Vancouver-based agency WILL, staking a bold claim for Canadian sport as both a reflection and a driver of national inclusivity in the lead-up to Paris 2024. Positioned squarely in the Sports / Fitness market, the creative leans into what Clapboard’s taxonomy would classify as FORMAT#10 — Associated User Imagery, centering the authentic faces, stories, and motivations of seven accomplished Para athletes from across the country. Rather than framing a linear hero’s journey or relying on adversity tropes, the campaign tells an interwoven narrative that spotlights Amy Burk, Eric Rodrigues, Noah Vucsics, Priscilla Gagne, Sheriauna Haase, Tamara Steeves, and Travis Murao, tracing their earliest ambitions and daily rigors through to their current competitive prominence, and deliberately inviting viewers of all backgrounds to see themselves in the very definition of Canadian athletic greatness. Archival footage is deployed with precision, connecting the present roster’s journeys with iconic moments and luminary figures from Para sport history such as Marissa Papaconstantinou, Aurelie Rivard, Nate Reich, and Brent Lakatos—creating a living, evolving portrait of excellence that both educates new audiences and rewards veteran fans, while reinforcing the rich legacy that underpins the Paralympic movement in this market. The soundbed, an original and electrifying track from Toronto’s Afro-bop Queen Aiza, was crafted in English and French with intentional breathing space for descriptive audio, an accessibility-forward touchpoint that reinforces the campaign’s central promise of inclusion and underscores the intent to speak with, not over, all Canadians; the result is a campaign that literally and figuratively makes space for every listener and viewer to connect. The partnership with CBC/Radio-Canada—the official Canadian broadcaster of the Paris 2024 and Milano-Cortina 2026 Paralympic Games—amplifies both the narrative and media reach, integrating branded storytelling with a nationwide broadcasting moment and positioning the Canadian Paralympic Team as a cultural focal point at the very moment when attention on global athletic achievement spikes. The creative execution, realized in partnership with GOOD–IDEA®, prioritizes high-energy visuals, emotional resonance, and clarity of message, yielding a film asset that feels equally at home across broadcast, digital, and social channels. With broad regional and linguistic representation, a forward-thinking approach to accessible production, and a refusal to collapse difference into cliché, Greatness Moves Us articulates a proposition that is as much about national character as it is about Para sport itself. Clapboard rates this 71/100. This campaign is a signal to the industry that representation with real user affinity and universal aspiration is the new currency for sports marketing in an era where inclusion is inseparable from impact.

Beyond Number One - On | Clapboard Ad Archive — archive collection thumbnail

Beyond Number One - On | Clapboard Ad Archive

Swiss sportswear brand On’s 2024 campaign Beyond Number One, launched through a collaboration with Park Pictures, inaugurates the Dream Together series with a cinematic exploration of the intricate realities behind elite athletic success, focusing on tennis World No. 1 Iga Świątek. This eight-and-a-half-minute film transcends conventional sports advertising by embedding viewers in Świątek’s world beyond her on-court dominance, capturing intimate moments across global locations including Palm Springs and Warsaw, and blending archival footage with live competition and candid interviews. The campaign advances On’s narrative that athletic achievement is rooted in collective effort, spotlighting the critical support network of coaches, sports psychologists, and physiotherapists that sustain Świątek’s performance and mental resilience as she prepares for the Paris 2024 Olympics. By adopting an impressionistic visual style and a character-driven storytelling approach aligned with the sensibilities of FORMAT#8—Ongoing Characters or Celebrities in Clapboard’s taxonomy, the campaign leverages Świątek’s global stature to forge a deep emotional connection with audiences while reinforcing the new Dream Together tagline tailored for the Olympic moment. The broader series extends this concept by featuring the unique journeys of runners Hellen Obiri, Sintayehu Vissa, and Dominic Lobalu, whose compelling backstories of perseverance and community amplify the universality of shared dreams across disciplines and cultures. Strategically positioned within the sports and health market, Beyond Number One eschews product-centric messaging in favor of humanizing elite athletes, tapping into consumer demand for authenticity and nuanced narratives that reflect the complexity of high-performance sport. The campaign’s sophisticated production values and narrative depth have propelled it to significant global engagement, with over two million views, underscoring On’s capacity to create meaningful branded content that resonates beyond conventional advertising formats. Clapboard rates this campaign 79/100. This campaign matters to the industry because it demonstrates how sports brands can deepen audience engagement by foregrounding the communal and psychological dimensions of athletic excellence rather than relying solely on individual heroism or product innovation.

We Are All Team Canada - Canadian Olympic Committee, Canadian Paralympic Committee | Clapboard Ad Archive — archive collection thumbnail

We Are All Team Canada - Canadian Olympic Committee, Canadian Paralympic Committee | Clapboard Ad Archive

We Are All Team Canada is a film campaign launched in April 2025 by the Canadian Olympic Committee and Canadian Paralympic Committee through agency Hive that asserts the unifying power of sport amidst a global climate of uncertainty, positioning athletic achievement as a conduit for national pride and collective identity. This campaign, situated firmly within the sports and fitness market category, leverages evocative archival footage alongside contemporary imagery of Olympic and Paralympic athletes to craft a narrative that underscores sport’s role in bringing Canadians together, transcending individual competition to celebrate a shared spirit and resilience. The collaboration marks the first joint brand effort between the COC and CPC, signaling a strategic alignment that elevates both Paralympic and Olympic athletes as equal representatives of Canadian values on the world stage, reinforcing inclusivity while rallying public support ahead of the Milano Cortina 2026 Winter Games. Hive’s execution employs what Clapboard’s taxonomy identifies as FORMAT#5 EXEMPLARY STORY, a storytelling approach where the product—in this case, Team Canada’s athletes and their historic moments—serves as the vital element driving the emotional and motivational arc of the film. The campaign’s release strategy included a high-profile 30-second spot aired during the IIHF Women’s World Championship Canada-US hockey game, ensuring reach within a relevant sporting context and priming audiences for subsequent phases involving social media activations and athlete-generated content. The messaging is direct and purposeful, emphasizing sport’s unparalleled ability to unite a diverse nation, inspire positive change, and embody national identity at a time when such solidarity is crucial. The campaign earns 63/100 in Clapboard’s global creative archive. We Are All Team Canada matters because it demonstrates how sports marketing can harness historical legacy and contemporary athlete narratives to cultivate a unifying brand ethos that resonates across varied audiences while advancing inclusivity in the competitive sports sector.