Martel XO tapped movie director James Gray for its latest commercial.
The ad embodies Martel XO brand sensibilities in the form of theatrical music over beautiful, long graceful cinematography. Martel XO is a high-end cognac marketed mostly to appeal to upper class men. James Gray is known for his directorial work on movies like The Yards (starring Mark Wahlberg), Little Odessa (starring Tim Roth) and We Own The Night (starring Joaquin Phoenix).
The commercial follows several creative scenes as a sculptor begins his art, a conductor begins his symphony and a filmmaker debuts his movie. The orchestra music hits its most dramatic point about two thirds of the way through and carries the intensity of the commercial to the end. The Martel XO commercial is capped off with a rooftop cocktail party where everyone raises their glasses in a toast to the artist.