O&M unveils accessible Martell work

Ogilvy & Mather is targeting middle-aged cognac drinkers in a Christmas poster campaign for the Seagram brand, Martell.

Ogilvy & Mather is targeting middle-aged cognac drinkers in a

Christmas poster campaign for the Seagram brand, Martell.



The national campaign aims to portray Martell in a more approachable way

than the traditionally aloof style of cognac advertising.



Three illustrated executions show the dire consequences of failing to

choose Martell, recommending that such traumas can be avoided as long as

you ’don’t forget to keep it mellow’.



One execution shows a man stretched out on a torture rack under the

headline: ’Timothy hadn’t realised forgetting the Martell was such a

serious offence.’ A second shows a man struggling with a pile of

washing-up, weighed down by a ball and chain.



The headline reads: ’The words ’Don’t forget the Martell’ were still

ringing in Robbie’s ears.’



The final execution shows a man bound and gagged at a table, standing

next to a flaming Christmas pudding, while fellow diners threaten him

with household implements. ’It would be the first and last time Rodney

used the Martell to light the pudding,’ the headline reads.



All three posters were illustrated by Simon Spillsbury. They were

written by Mick French and art directed by Henry Rossiter.



Will Lever, the account director on Martell at O&M, said: ’The campaign

is aimed at cognac drinkers aged 35 and upwards. It encourages them to

indulge in a bottle of Martell this Christmas by positioning the brand

as a satisfying drink that leaves the drinker feeling warm, relaxed and

at one with the world.’



Media buying on the brand is by New PHD.



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