Martell teams up with Janelle MonáeBy Alice Brooker
Pernod Ricard-owned Martell Cognac and American singer Janelle Monáe have partnered to launch a video campaign.
‘Soar Beyond Expected’ stars Monáe in a party setting and telling viewers to “live life on their own terms”. The clip ends with a glass of Martell Blue Swift being poured at the bar for the musician.
“It’s impossible not to be inspired by Janelle Monáe. She’s a boundary breaker, a risk taker, a truth teller, and a person who truly lives life on her own terms,” said Ann Mukherjee, CEO of Pernod Ricard North America.
“We couldn’t have found a better protagonist for the next chapter of Martell’s story than Janelle.”
The spot takes inspiration from Monáe’s career spanning music, fashion and film, and Martell Cognac’s origins of ‘redefining conventions’.
Monáe talks of “opening the door for others to be their true selves” in the ad, encouraging consumers to “soar beyond the expected”.
Mukherjee added: “Consumers today want to support brands that share their values and are bold enough to believe that they can make a positive change in the world. With Janelle as our voice and our guide, Martell’s new campaign celebrates those who inspire others to live audaciously.”
Directed by artist, Child., and photographed by multimedia artist Jheyda McGarrell, the campaign drives the message of recognising ‘standout swifts’.
Monáe commented: “I have never been one who lives life trying to fit in. It isn’t always easy and can be lonely at times, but the reward of moving through life on your own terms is worth it.
“In working with Martell and its Soar Beyond the Expected campaign, I’m looking forward to opening new doors that will push our communities forward to soar even higher.”
This is another venture into the spirits industry for Monáe, who partnered with vodka brand Belvedere in 2018.