John Malkovich stars in futuristic Louis XIII ad

Rémy Martin has recruited film actor John Malkovich to star in a campaign for its Louis XIII Cognac that imagines the future 100 years from now.

John Malkovich stars in a new campaign for Rémy Martin’s Louis XIII expression

Based on the concept of creating a film that will not be seen for 100 years, the campaign features a series of “trailers” directed by Robert Rodriguez. It is inspired by the 100 years it takes to create a bottle of Louis XIII Cognac.

One thousand guests from around the world will be given invitations to pass on to their descendants to attend the premiere of the film on 18 November 2115.

Malkovich developed an original screenplay for the film, in which he stars alongside Shuya Chang.

“Louis XIII is a true testament to the mastery of time, and we sought to create a proactive piece of art that explores the dynamic relationship of the past, the present, and the future,” said Ludovic du Plessis, global executive director for Louis XIII Cognac.

“Four generations of Louis XIII cellar masters put a lifetime of passion into a bottle of Louis XIII, yet they will never taste the resulting masterpiece. We are thrilled that this talented actor and creative filmmaker were inspired to join us on this artistic endeavor.”

Three “trailers” have been launched, each using the same dialogue and characters, but envisage a different future. One imagines the Earth overtaken by nature, another depicts a dark world ruled by technology, and the third envisages an environment ruled by “humanoid” robots.

The “trailer” premiered in Los Angeles earlier this week, when Malkovich ceremoniously placed the “film reel” into a custom safe and set the timer for the official “premiere” in 2115.

“When I was first approached I really loved the idea, I mean, in a way I wish all the films I made wouldn’t have been seen for a hundred years,” said Malkovich. “I don’t know how much that would change the way they are regarded.”

Earlier this year, Rémy Martin recruited Hollywood actor Jeremy Renner as its new global brand ambassador.