Sofitel has released a new short film to celebrate its repositioning in the market, and I’ll be honest, I’m a fan.
“Somewhere there is a world where destinies collide. A world where one can spread their wings and wander, exactly as one wishes. In April, Sofitel takes us to this very special place with its new campaign starring Gillian Anderson and Dali Benssalah, the brand’s two ambassadors,” a statement from the hotel chain said this morning.
“A short film immortalised in the Sofitel Mexico City Reforma, an iconic hotel that unites past and present at the heart of a city with a rich culture. An ideal location to embody the brand’s striking new vision.”
Where lives are played out in parallel
Sofitel’s new campaign is captured on film at the iconic Sofitel Mexico City Reforma, one of the brand’s flagship locations. Mexico City. A colorful setting with multiple facets, from historical details to contemporary touches, explored by two new ambassadors.
On one hand, we have the legendary Gillian Anderson, a British-American actress, world-famous for her roles in The X Files, The Fall, The Crown, and Sex Education. “I have always had a restless spirit and this new campaign by Sofitel embodies exactly that hunger to explore and what better location to celebrate that mindset than the phenomenally stimulating and sensuous Mexico City.” — Gillian Anderson, actress
On the other hand, Dali Benssalah, a French-Algerian actor who achieved international fame with his role in the most recent James Bond movie (No Time to Die, 2021) and his performance in a music video by the group The Blaze. “The pleasure of getting lost in Mexico City. The joy of meeting up at the Sofitel. Both already look like movie sets. An honor to be a Sofitel ambassador in front of these cameras.” — Dali Benssalah, actor
Two celebrities, two free minds, living the Sofitel experience differently, each at their own pace, guided by the same desire for freedom. For one, a film shoot at a colourful outdoor market, an exploration of local traditions and a lively gastronomic experience. For the other, wellness, sport, adventure and laughter with friends. The result is a two-and-a-half-minute film, titled The Encounter, about the beauty of how two lives, two free minds from different and diverse cultural backgrounds, intersect until they finally meet.
Where Sofitel is transformed
Amongst the newly established Sofitel pillars, we have the Cultural Link. Much more than a logo, these two interlacing geometric curves symbolize the encounter of ideas, people and cultures. This campaign beautifully conveys this concept and the brand’s values. The French zest comes to life with the open mindsets of the two protagonists. The heartfelt service culture is illustrated by the discreet (yet essential) contributions of the Sofitel team members.
“This video symbolizes Sofitel’s new positioning: a desire to create encounters between cultures, people and ideas – the very definition of Sofitel’s DNA. An invitation to discover the local culture, to open up to others, and to live the Sofitel experience to the fullest, while remaining true to one’s self at all times.” — Nicolas Gronier, VP Global Marketing Sofitel
Where local cultures are preserved
All year long, Sofitel promotes local cultures and makes them accessible to as many people as possible through partnerships with arts institutions across diverse genres. In this campaign, the brand pays tribute to cinema and Mexican culture, by showcasing Mexico City’s National Museum of Anthropology and a traditional market. Sofitel embodies a more sustainable and committed luxury highlighting local artists and local cultures, a way to give back to the communities where Sofitel’s 120 hotels are located.
