Plus Explores the Black-and-White Mysteries of French Whisky

By Patrick Coffee Comment

In a project that may as well include a directorial credit for one Francois Truffaut, New York creative content agency Plus helps client Bastille 1789 bring its mysteriously sexy French whisky stateside with a new ad campaign titled “A Strange Adventure.”

Here’s “Hollywood actor Holt McCallany,” perfectly cast as the ubiquitous hard-bitten detective found in every New Wave film (as well as the Noir classics that preceded them):

The campaign, which includes social media, online video and print, also features a few creatively edited shorts:

Plus ECD Judy Wellfare writes:

“France is known best for their wine, not whisky. The notion of a ‘French Whisky’ is arguably ‘strange’ for American whisky drinkers. Our goal was to spark curiosity with something unique and unexpected. We found inspiration in French New Wave Cinema – creating a wry, sexy and intriguing story for the brand.”

We already feel approximately 15 percent more French.

Check out the campaign page for more.