KUALA LUMPUR, 01 MAR 2024: For its new campaign in Asia, Maison Martell celebrates two of its exceptional cognacs: Martell Cordon Bleu and Martell XXO. Ambassadors for the Maison in Asia, actors Tony Leung and Eddie Peng have already appeared individually in Martell campaigns, but this will be the first time they come together onscreen, in two ambitious, audacious films. The two actors are constantly pushing their own limits, thriving at the top of their craft.
Originally from Hong Kong, Tony Leung is a major star of the cinema, both in Asia and beyond, and was recently awarded a Lion d’Or at Mostra in Venice in 2023 for his magnificent career. Eddie Peng is one of Asia’s most recognisable actors, having starred in over 30 box-office hits, from blockbusters to indies. Together, Tony Leung and Eddie Peng are an excellent match for embodying the two prestigious cognacs featured in the campaign.
“I am very happy to work with Martell again and it was a great honour to shoot with Tony,” Eddie Peng says. “We both liked the script so much and its concept of legacy, of passing the baton. It felt like we were able to positively challenge and push one another.”
The new marketing campaign is set to launch in several Asian markets, which include the Chinese Mainland, Hong Kong SAR, Taiwan, Singapore, and Malaysia, as well as Travel Retail in Asia. The campaign will be revealed in two stages: March 2024 for Martell Cordon Bleu and May 2024 for Martell XXO.
The Martell Cordon Bleu film showcases Eddie Peng’s inspiration from Tony Leung’s legacy, intertwined with an exciting collaboration, capturing their journey through Parisian rooftops and celebrating Martell’s excellence since 1912. Meanwhile, in the Martell XXO film, Tony challenges Eddie to co-star in a movie, pushing their limits against stunning cinematic backdrops and culminating in a toast of Martell XXO, embodying their triumph through collaboration and mutual encouragement.
A Martell invitation to soar beyond the expected
The Martell Cordon Bleu film depicts Eddie Peng’s inspiration drawn from Tony Leung’s life achievement award ceremony, leading to a collaboration proposal over a glass of Cordon Bleu. The narrative unfolds with both actors pushing their boundaries in an energetic chase across Parisian rooftops, culminating in a celebration of their success and a toast to surpassing expectations with Martell Cordon Bleu. This film not only showcases their partnership but also serves to highlight the exceptional legacy of Martell Cordon Bleu since its inception in 1912, emphasising the Maison’s relentless pursuit of excellence and its status as the world’s premier cognac.
Similarly, the Martell XXO film portrays Tony challenging Eddie to co-star in a movie set against a stunning cinematic backdrop, from the glitz of an award ceremony to the majestic peaks of snow-covered mountains. As they navigate the slopes on snowboards, both actors demonstrate the courage to exceed their limits, underscoring the notion that those who inspire you can also empower you to achieve greater heights. Sharing a glass of Martell XXO symbolises their collective triumph, reinforcing the idea that true success is attained through collaboration and mutual encouragement.
Martell’s long-standing history of always going a step further inspired Martell Cellar Master, Christophe Valtaud in crafting Martell XXO, drawing on 300 years of savoir-faire. A testament to the transmission of expertise, Martell XXO is a remarkable cognac that elevates any occasion with its elegance, smoothness, and complexity. Christophe Valtaud created the blend from 450 old eaux-de-vie, the youngest aged 14 years, placing it in the prestigious category of extra extra old cognacs, and symbolising Maison Martell’s capacity to exceed expectations.
Martell Cordon Bleu epitomises the excellence of the renowned House of Martell, tracing its legacy back to 1715. Meticulously crafted with eaux-de-vie primarily from the Borderies region, known for intense aromas, it achieves remarkable depth and complexity through patient ageing in fine-grained oak barrels. With ripe fruits, subtle spices, and delicate floral notes, it has earned numerous awards, including Gold Medals at prestigious international competitions, solidifying its status as a classic icon in the cognac world.
Behind the scenes with international creative talents
To dream up this campaign and bring it to life, Maison Martell is working with two acclaimed international talents.
Wing Shya, long-time collaborator of Wong Kar-Waï, has created the films and key visuals for the lifestyle campaign. A renowned artist, photographer, and director with an elevated style, he uses fast-paced and sophisticated imagery to craft emotionally rich films. While they share a common thread, the two films are aesthetically distinct, reflecting their unique messages: Martell Cordon Bleu is treated with a warmer ambiance, while Martell XXO basks in cool elegance, in silver tones that echo the cognac’s bottle. The swift, Maison Martell’s icon, soars across both films, uniting them and symbolising the Maison’s spirit of freedom.
In Wing Shya’s words: “This isn’t the first time I’ve worked with Tony or Eddie but having them both onscreen transforms the experience. It feels just like just the right fit with Martell, and the idea of a timeless ongoing legacy.”
Filmmaker and photographer Ryan Hopkinson created the product-focused films and key visuals for XXO, bringing further depth to the lifestyle campaign. He works across disciplines with a refined aesthetic attuned to the worlds of advertising and luxury.
For Martell XXO, his conceptual art direction brings precise styling and an eye for cinematic detail. By playing with angles, camera movements and lighting, Hopkinson brings a sensation of verticality to evoke the elevated tasting experience of Martell XXO. The music paired with the animated key visual underscores a sense of vertical progression and elevation.
