Tennis great Serena Williams fronted the first ever NFL Super Bowl campaign from Rémy Martin, titled ‘Inch By Inch’, which came in the form of a coach’s motivational locker room speech and which was inspired by the famous words championing teamwork and small steps toward progress of Al Pacino’s coach character Tony D’Amato in an iconic scene from Warner Bros’ 1999 football movie ‘Any Given Sunday’.
The cognac’s debut Big Game campaign, created in partnership with agency Fred & Farid New York and helmed by Director Terence Neale, spotlights teamwork and the brand’s belief in ‘striving for greatness as part of a team’, features Williams in a gold Varsity style jacket
The core commercial starts with a silhouette of Williams walking through a stadium tunnel and, as Williams is illuminated and comes into focus, she echoes Pacino’s inspirational words highlighting the many different ways that teamwork is cultivated before concluding her monologue seated at a bar drinking a glass of Rémy Martin.
The campaign kicked off with a pair of 7-second teasers (one featuring Williams walking through a stadium tunnel towards the dressing room and another featuring her sat at a bar with a glass of the cognac) posted on 3 February, followed by an 11-second tease video dropping on 7 February, before the hero 60-second spot rolled out during the first quarter of the game on 12 February ‘Super Bowl Sunday’.
All creative executions link to the hashtags #TeamUpForExcellence #InchByInch #BigGame and #GOAT.
Highlighting various ways that teams succeed together, the inspirational sentiment of the campaign seeks to reflect Rémy Martin’s core values which are based around achieving excellence through the dedicated combination of many talents from cellar masters, distillers and winemakers.
To celebrate the campaign launch, Rémy Martin joined forces with Cocktail Courier to create game-day inspired cocktails for an elevated Super Bowl experience. Rémy Martin’s cocktail kit features The Rémy Sidecar which is made with Rémy Martin 1738 Accord Royal and is available until 17 February. The kit is available for purchase on CocktailCourier.com.
“I am honored and excited to be able to work with Rémy Martin, whose core values are so similar to my own personal principles,” commented Williams. “Rémy Martin is a brand based on generosity, authenticity, and teamwork, all qualities that I have taken great strides to incorporate in my life and my career.”
“Williams is the perfect fit for our entry into the Super Bowl. She is a global inspiration, and inch by inch, Williams and her team have made history by breaking down barriers, striving for excellence, and achieving greatness,” said House of Rémy Martin CEO Jean-Philippe Hecquet. “We are honored to partner with her for our first-ever Super Bowl campaign and believe that together Rémy Martin’s quest for excellence will continue to go further, always achieving greater feats.”
Comment
Williams also appeared in another sports-themed Super Bowl LVII commercial – Michelob Ultra’s ‘Bushwood / New Members’ campaign alongside actor Brian Cox and a host of football stars and elite golfers.
Leave a comment
You must be logged in to post a comment.