The TVC begins with a young man greeting friends at a bar, then zooms forward into a close-up of the Martell Noblige bottle, penetrating its surface, splintering into a swirl of fractals that re-form into the next scene.
This modern, kaleidoscopic effect, created by Psyop New York, links drinking scenes at the bar, at a table, and in a booth.
In Mandarin, the tagline asks ‘In this ever changing world, how do you continue to lead from the front?’ The response is ‘Express your charisma.’
Nirmalo Wilkes, general manager of TBWA Singapore and manager for Pernod Ricard for the region, called the creative a radical departure from the usual cognac TV commercials.
“The drinking takes place in a bar with young people, rather than the traditional approach of showing the older generation drinking at a restaurant,” said Wilkes.
Wilkes attributes this emerging drinking pattern to the premiumisation of alcohol consumption in Asia.
“Luxury brands aren’t just clothing and bags anymore. Ultra-premium luxury drinks are consumed on a regular basis. There is a merging of personal and professional life. The drinks they drink with friends are no longer different from the drinks drunk with clients.
“No one else is talking to this segment, which moves between business and pleasure so easily.”
Wilkes said cognac houses have been around for hundreds of years, but the House of Martell has always done things differently.
“Jean Martell lived in the 1700s, but that is where the cognac gets its DNA,” she said.
The Martell Noblige campaign is the latest in a string that is repositioning the brand in mainland China.
In late 2005, there was the ‘Shape your world’ campaign for Martell XO. Next came the ‘Only a few can tell’ campaign for Cordon Blue in August 2006.
“The essence of all of the Martell range is being independent and inspired,” said Wilkes.
Wilkes declined to detail the campaign budget, but said that print and outdoor would also be utilised.
Both TBWA\Shanghai and TBWA\Singapore were involved in Asia. Yang Yeo (outgoing ECD), Michael Lee and Steven Chung headed creative from TBWA\Shanghai, while the Singapore office led production and servicing.
