Martell XO: Piano

The same pleasure since 1715

Advertising Agency: TBWA / MAP, France
Creative Director: Sébastien Vacherot, Manoëlle Van der Vaeren
Art Director: Nicolas Boyer
Copywriter: Marc Platet
Photographer: Mark Seliger
Art Buyer: Vanessa Barbel
Published: 2009


morse's picture
16609 pencils

Fantastic campaign. Fits the brand perfectly.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

I really like it too.

mdb1974's picture
411 pencils


heritage85's picture
180 pencils

Are you serious?! The painting in the wall looks like crap, the photoshop job is poor and all the models look like they came straight out of swedish porn movies from the seventies. Martell, the cheesy cognac? Bleargh!

Yarp's picture
387 pencils

I'm pretty sure everyone loves swedish porn regardless of the era...

Guest's picture

This is layout

Guest's picture

I like the concept but the photo is horrible... very bad stlyling and mood..

Guest's picture

This add could promote dating service. For example

mikeelrapido's picture
1929 pencils

Idea is ok


Janae's picture
385 pencils

i like the campaign. good way to deliver the message.

Jimmy Terroir's picture
Jimmy Terroir
35 pencils

Love the idea as it really matches the key selling points for Cognac around heritage and sophistication however the photo does lack something around mood…too staged?

Billoughsby's picture
5095 pencils

I think you hit it. Too staged. Could it really be intentional that the "real people" seem less real than the people in the painting?

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Anonymous Author's picture
Anonymous Author
1541 pencils

Very good. Stagedness, cheese, porn and all.

Write a wise saying and your name will live forever – Anonymous.

reasonwhy's picture
149 pencils

I like the idea, but indeed, the paint is too contrasted, it seems to get out ouf the wall.

Guest's picture

The guy pouring the cognac is holding the bottle so clumsily. It looks so awkward and I am sure moment later he made a complete ass of himself.

Dzsoi's picture
6556 pencils

That is when you're drunk, sweetheart. Promise mum you will never drink cognac!

jackblack's picture
2328 pencils

Not bad for cognac. Well done.

Dzsoi's picture
6556 pencils

Awesome idea! I let you chat about the details...

Guest's picture
Guest's picture
CuriousPencil's picture
4227 pencils

Missed the painting at first. Was too busy looking at the unreal faces of the people in the room. Every single one of them looks as if they're in the room alone. If the point was to be as contrived as the painting, and put that into a bottle, and drink it, then it works. If this was an accidental catastrophe, well, then that's Martini.

Chelsey Homan's picture
Chelsey Homan
90 pencils

I can ignore some bad photoshopping for a really good concept.
My nitpicky brain asks, why is the bottle being held sideways? It looks a bit like salad dressing that way. (I know it's obvious it's not with the drinking glass, but still...odd.)

ralphstieber's picture
136 pencils

cool, nice and beautiful.

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