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.