Or actually, mais oui!

Grey Goose vodka today launches a new global campaign from Team WPP's Paris and New York offices. And its 90-second launch spot stars an unlikely hero—François Thibault, the man who developed the recipe for Grey Goose, and who was apparently rewarded for this achievement by being shunned for years by the French people. Eventually, though, they come around, according to the ad—but only after New Yorkers help turn the vodka into a best-seller.

The spot, directed by Danish director Nicolas Winding Refn (Only God Forgives, Drive), launches an integrated campaign themed "Fly Beyond"—an aspirational take on the brand's goose mascot.