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Global ad campaign: Martell XO’s new “Rise Above” film is directed by James Gray |
Martell XO has unveiled a new global campaign featuring a film that seeks to pay tribute to the heritage of the Cognac house.
The global “Wings” campaign features the house’s emblem – the swift – and celebrates those who find their wings. It will be launched with a film directed by James Gray, reinforcing the brand’s message through an invitation to “Rise Above”.
Legend has it that in 1715, a swift led Jean Martell to Cognac, where, at the age of 21, he founded the Cognac house.
In this new campaign, the swift becomes a symbol of one’s potential to achieve great things – just like Jean Martell nearly 300 years ago.
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Director James Gray making the movie, which launched on Chinese television in January |
“While we all have the capacity to go higher in life, few of us have the vision and courage to really take off. Martell XO celebrates those who do take off, achieving remarkable, memorable things in life and inspiring the world around them,” said brand owner Pernod Ricard, adding: “As Salvador Dali once put it, ‘Intelligence without ambition is a bird without wings’.”
Martell XO’s “Rise Above” film seeks to capture this moment. Four successful individuals (an author, a sculptor, a speaker and a conductor) unfold their “wings”, about to begin something significant. With a sudden explosion of music, the four men fulfil their vision, while above them, swifts shoot up into the sky.
The film is designed to celebrate those who achieve greatness, and an invitation to the rest of the world to ‘rise above’, the brand said.
Launched on Chinese television in January 2013, the film will be rolled-out worldwide in a 90-second online event format.
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Martell XO has the swift as its emblem – a major feature of the film |
James Gray’s directorial debut Little Odessa received the Silver Lion at the Venice Film Festival. Since then, his films Two Lovers, We Own the Night and The Yards have consistently appeared at the Cannes Film Festival.
Martell Mumm Perrier-Jouët Global Marketing Director Charles Armand De Belenet said: “James’s ability to elevate the genre of cinema is truly remarkable. He immediately struck us as the perfect director to convey our message and meet our ambitions. His quest for excellence, true emotions as well as his dedicated engagement in this project really elevated the experience.”
The film features a bespoke soundtrack, performed by members of the London Symphony Orchestra and mixed by Oscar-winning sound engineer Etienne Colin.
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Behind the scenes of the uplifting “Wings” film | |
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Four successful individuals fulfil their vision in the inspirational film |
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The film has a bespoke soundtrack, performed by members of the London Symphony Orchestra |
About Martell
Founded in 1715, Martell is the oldest of the great Cognac houses. Martell sells about 1.9m cases annually and showed a +25% increase in sales by value worldwide, according to figures to the end of June 2012.
The Martell XO blend includes eaux-de-vie from Martell’s four main terroirs, marked by a balance between the elegance and roundness of the old Borderies eaux-de-vie and the intensity typical of those from Grande Champagne.
The arch-shaped decanter has an architectural quality, designed to reflect the house’s invitation to elevate. The contrasting slender shape of the silver top aims to give the decanter a delicate aesthetic balance. The decanter also pays tribute to the house’s emblem since 1715: the swift.
VIEW THE NEW MARTELL XO “RISE ABOVE” FILM BELOW:
| https://youtube.com/watch?v=rmw04m0tZIE |
