# Cinematic Cognac Tributes This Martell XO Commercial is Directed by James Gray By Jonathon Brown | Published 2013-01-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/martell-xo References: [adsoftheworld](http://adsoftheworld.com/media/tv/martell_xo_wings) & [youtu.be](http://youtu.be/rmw04m0tZIE) 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](https://www.trendhunter.com/trends/505-edition-branson-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](https://www.trendhunter.com/trends/cognac-cocktails) where everyone raises their glasses in [a toast to the artist](https://www.trendhunter.com/trends/a-toast-between-legends). ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 23% | Activity: 24% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Theatrical Advertising:** Opportunity for brands to create cinematic and emotionally impactful commercials that resonate with consumers. - **Collaboration with Filmmakers:** Opportunity for brands to partner with renowned directors to bring a unique storytelling perspective to their marketing campaigns. - **Visual Storytelling:** Opportunity for brands to use visually stunning imagery and compelling narratives to engage and captivate their target audience. ### Sectors Adopting This - **Alcohol and Spirits:** Opportunity for alcohol and spirits brands to elevate their marketing through creative and cinematic commercials that appeal to consumers' senses and emotions. - **Film and Entertainment:** Opportunity for filmmakers and entertainment industries to collaborate with brands to create visually captivating commercials that blur the lines between advertising and cinematic art. - **Luxury Goods:** Opportunity for luxury brands to leverage visual storytelling and collaborations with filmmakers to enhance their brand image and engage affluent consumers. ## Related on Trend Hunter - [Diversity-Focused Cognac Campaigns](https://www.trendhunter.com/trends/more-is-made-by-the-many.md) - [Perception-Redefining Brand Campaigns](https://www.trendhunter.com/trends/made-for-more-campaign.md) - [Luxurious Nighttime Cognacs](https://www.trendhunter.com/trends/nighttime-cognac.md) - [Luxurious Next-Gen Cognacs](https://www.trendhunter.com/trends/martingale-cognac.md) - [Exquisite Artist-Designed Spirits](https://www.trendhunter.com/trends/anish-kapoor2.md) - [Exclusive Paris-Themed Cognacs](https://www.trendhunter.com/trends/martell-paris-exclusive-edition.md) - [Laid-Back Barbershop Ad Campaigns](https://www.trendhunter.com/trends/the-shop-lineup.md) - [Lunar New Year Cognacs](https://www.trendhunter.com/trends/cordon-bleu-cognac.md) - [Opulent Holiday-Edition Cognacs](https://www.trendhunter.com/trends/reach-for-the-stars.md)