Bonjour and happy Bastille Day, mes amis! As well as being the day France celebrates the French Revolution, today is also the day we launch something with a bit of French flavour. 

Peek your eyes at our new Chambord campaign:

The 30" TV ad, directed by Nick Gordon, breaks tonight during Big Brother, kicking off the playful, colourful and surreal new #BecauseNoReason campaign.

With our first campaign for the brand, we wanted to tip our chapeau to Chambord’s ‘Frenchness’, but we also wanted to make it modern, exciting and unpredictable.

Chambord's #BecauseNoReason attitude encourages people to do what they want and follow their own rules in the age of overwhelming pressure to look the right way, do the right thing, take the right pictures and say the right things. 

We wanted to give Chambord a personality that would thrive in social and beyond, and so today we're also rolling out a social campaign that will promote the #BecauseNoReason attitude at key moments throughout the summer, when people are most vulnerable to bowing to social pressures – festivals, fashion shows, that crucial Saturday night go-out-or-stay-in moment. Fans will be given bright and witty doses of encouragement across Facebook, Instagram and Twitter, all in Chambord’s ‘absurd logic’ tone of voice.  

Keep your eyes peeled for much, much more over the coming weeks. 

And whether you're celebrating Bastille Day or not, here's some Monday #BecauseNoReason inspiration, by way of a Chambord Royale recipe:

Pour Chambord into a flute glass.

Top with the fizz of your choosing.

And finish with a raspberry.

Cheers, my petite cabbage.

 Allez! The trumpets will not toot themselves.