This spot from French liqueur brand Chambord introduces the brand's new tagline, "Because No Reason," in the first work through Wieden + Kennedy London since being awarded the global account.

The 30-second ad, directed by Nick Gordon through Somesuch & Co, features a sultry French woman and a flamingo in a world of bright pastel colors, as she urges people to do what they want and ignore what others think about it. Several ten second spots will follow with the same theme.

Throughout the summer, a social campaign that will promote the "because no reason" attitude at moments when, the brand says, people are most vulnerable to bowing to social pressures such as festivals, fashion shows, or Saturday night go-out-or-stay-in moments. The brand will comment across Facebook, Instagram and Twitter.