A Daring Martell Campaign Uniting Two Cinema Icons
Maison Martell reveals a groundbreaking campaign featuring celebrated actors Tony Leung and Eddie Peng. For the first time ever, they come together onscreen to honor two revered Martell cognacs: the legendary Martell Cordon Bleu and the signature Martell XXO.
Bringing Together Two Stars for a Special Martell Campaign
In this Asian-focused campaign, Maison Martell celebrates its iconic Martell Cordon Bleu and Martell XXO. While Tony Leung and Eddie Peng have each appeared in separate Martell campaigns, this marks the debut of their joint performance in two audacious, artistic films.
Two Cinematic Legends Push Their Limits
Tony Leung, a Hong Kong native, is a highly regarded global star recently recognized with the Lion d’Or at the 2023 Mostra in Venice for his illustrious career. Eddie Peng, with over 30 successful films spanning blockbusters to indie hits, is one of Asia’s most prominent actors. Together, their on-screen chemistry embodies Martell’s prestigious cognacs perfectly.
“I’m thrilled to collaborate with Martell once again, and it was an incredible honor to work with Tony,” shared Eddie Peng. “The script’s focus on legacy and passing the baton deeply resonated with us, and it felt like we could positively challenge each other.”
The Campaign’s Continental Rollout
This new campaign will roll out across continental China, Hong Kong, Taiwan, Singapore, Malaysia, and Travel Retail in Asia. The Martell XXO film premieres on December 25, 2023, followed by Martell Cordon Bleu on January 15, 2024.
Martell’s Invitation to Surpass Expectations
In the Martell Cordon Bleu film, Eddie Peng finds inspiration in Tony Leung after seeing him receive his lifetime achievement award. They then discuss a potential film project over a glass of Cordon Bleu, leading to an exhilarating rooftop chase across Paris that symbolizes their determination to defy boundaries. The movie ends with a toast to their triumph, as they raise a glass of Martell Cordon Bleu to celebrate continuously soaring beyond expectations.
This film emphasizes the continued excellence of Martell Cordon Bleu, created in 1912 and recognized as the world’s leading prestige cognac. The cognac is acclaimed as one of the finest ever crafted, with its persistent evolution proving that success is an unending journey of breakthroughs.
Reaching New Heights with Martell XXO
The Martell XXO film showcases Tony Leung challenging Eddie Peng to join him in a film set amid stunning mountain peaks. The story moves from the glimmer of Tony’s award ceremony to breathtaking snowboard slopes. Their shared determination inspires both actors to push their limits, ultimately celebrating their success with a glass of Martell XXO.
Martell XXO represents Martell’s history of constantly aiming higher. Christophe Valtaud, the Cellar Master, carefully blended 450 aged eaux-de-vie, with the youngest aged for 14 years. This places Martell XXO in the esteemed extra-extra-old cognac category, showcasing Maison Martell’s skill in surpassing expectations.
Behind the Scenes: Creative Talent Behind the Campaign
The creative team behind the campaign includes director Wing Shya, a frequent collaborator of Wong Kar-Wai, who directed the lifestyle films and visuals. Known for his sophisticated imagery, Shya crafts distinct yet connected visuals that reflect the themes of each cognac. The two films share a common thread, but each carries a unique aesthetic: Martell Cordon Bleu is portrayed with a warm ambiance, while Martell XXO shines with a cool elegance in silver tones, reflecting its bottle.
The swift, Maison Martell’s emblem, connects the two films by soaring across each visual, symbolizing the Maison’s spirit of freedom and audacious exploration.
Ryan Hopkinson, filmmaker and photographer, took charge of the Martell XXO product visuals, using unique angles, lighting, and camera movements to convey Martell XXO’s elevated tasting experience. His distinctive style adds a layer of sophistication to the campaign, and the pairing of music with the animated visual enhances the sense of vertical movement and elevation.
YOU ASKED…
Who are the actors in the new Martell campaign?
Legendary actors Tony Leung and Eddie Peng star in Martell’s latest campaign, marking the first time they’ve appeared onscreen together.
Which Martell cognacs are featured in this campaign?
The campaign highlights the iconic Martell Cordon Bleu and the signature Martell XXO, celebrating their rich heritage and exceptional craftsmanship.
Where will the new Martell campaign be launched?
The campaign will launch in China, Hong Kong, Taiwan, Singapore, Malaysia, and Travel Retail in Asia, with different launch dates for Martell XXO and Martell Cordon Bleu.
What is the significance of the swift in Martell’s campaign?
The swift, Martell’s emblem, symbolizes freedom and unites the campaign’s two films, representing Maison Martell’s spirit of audacious exploration.
Editor’s Note: All listed prices were correct at the time of publication. This article contains editorial selections and paid partnerships. Please note that this article may contain some affiliate links to products and we may receive a commission for selected purchases.
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