LONDON Moët & Chandon, the champagne of cinema, on March 25th 2009 introduced its highly-anticipated celebrity spokesperson at the brand's "Tribute to Cinema" gala at the Big Sky studio in London: the effervescent Scarlett Johansson.
Moët is the very first Champagne House to introduce a Hollywood celebrity ambassador as the face of the world's most loved champagne.
Celebrating among the delighted and glamorous guest list was array of British and international movie stars and socialites, including Thandie NEWTON, Joseph FIENNES and Melanie LAURENT.
Moët's "Tribute to Cinema" theme infused every detail of the evening, which was held at London's Big Sky film studio. British and international celebrities arrived in "red carpet" attire and were elegantly greeted by House President Frédéric Cumenal. Following the Moët red carpet tradition from the international film festivals the House supports, celebrities were then invited to autograph a Moët & Chandon Nebuchadnezzar, which will be auctioned off in direct support of Scarlett's charity of choice, international aid agency Oxfam and its climate change work.
Upon entering the studio, guests were instantly plunged into an enchanting sensorial cinema experience, an audio and video projection of the most celebratory moments from iconic films. The pièce de résistance was the fabulous gilded Moët cork in the center of the studio, symbolizing Moët's ability to transform the ordinary into the extraordinary. Around 10:30pm, to the delight and surprise of all present, Scarlett Johansson was revealed as the Hollywood face of Moët & Chandon. Frédéric Cumenal escorted her into the event from the red carpet, where the guests warmly received her.
Moët and the movies are intrinsically similar, as both share magic with the world and make people dream. Like the movies, Moët is also a powerful and enchanting symbol of celebration, in good times and in these financially difficult times.
"Moët and the movies both tell compelling stories and share authentic emotions with the world," "I am honored to have been chosen as their ambassador and to make history with the brand, as the first celebrity face of champagne!"
Scarlett Johansson, the Hollywood face of Moët & Chandon.
"Scarlett Johansson was the obvious choice as our ambassador because she, like Moët, has a magical story to tell and makes people dream" "She is a true icon of celebration — refreshingly spontaneous, generous, glamorous and she lives life to the fullest both on-screen and off"
Frédéric Cumenal, President of Moët & Chandon.
In yet another fabulous surprise following the champagne toast, the gilded cork opened, revealing iconic London trendsetter-cum-DJ Jefferson Hack and Paris-born Jerry Bouthier behind turntables, transforming the studio into a glamorous dance floor, where guests celebrated for the rest of the evening. Moët will launch an international advertising campaign starring Scarlett Johansson from April 2009, which was shot by renowned photographers Mert Alas and Marcus Piggott.
The campaign will include print, outdoor and online advertising, featuring Moët and Scarlett as icons of celebration and reinforcing the brand as the champagne of cinema.