Rémy Martin’s partnership with Usher nonetheless has legs. The posh cognac model and Grammy-winning artist’s newest collaboration provides followers and connoisseurs a style of a harmonious relationship that’s been in sync for greater than a decade.
The worldwide marketing campaign, titled “Life is a Melody” and created by company Fred & Farid, launched this month with a video that includes the celebrated singer and dancer in a intelligent ode to music. The spot follows the artist, also called Usher Raymond, on his artistic journey as he writes his subsequent hit music, tries new dance steps and actually rolls wherever the vibes take him, with the model’s 1739 Accord Royal and XO bottles serving as muses.
The melody within the spot can be a teaser for Usher’s new single, “Comin’ Residence,” from his forthcoming album.
Fleur Fortuné directed the advert, with choreography by Cathy Ematchoua.
The advert will run throughout social channels and on TV throughout primetime sports activities and common programming. Extra media placements embody vogue, life-style, spirits and music publications, reminiscent of Billboard Music homepage takeovers.
The model has additionally invested in a “Digital Spectacular takeover” on the Las Vegas Strip close to Usher’s Las Vegas residency. Different out-of-home adverts will seem in Detroit, Los Angeles, Miami and the singer’s house metropolis of Atlanta, in addition to 3D murals in New York’s Soho neighborhood and in Chicago’s Fulton River District.
Tour de ‘4 on the Ground’
“Usher and Rémy Martin have been longtime collaborators and have a relationship that goes past a standard partnership,” Tina Reejsinghani, Rémy Cointreau Americas’ vp, luxurious manufacturers, advised Adweek. “Usher is an prolonged member of the family of the Home of Rémy Martin, representing the model in genuine campaigns that inform the story of the connection between music and cognac.”
The marketing campaign targets “cultural trendsetters” who’re in search of new experiences, Reejsinghani added.
Rémy Martin is providing experiences reminiscent of a “Rémy Martin x Usher: 4 on the Ground” rollerskating pop-up, celebrating the singer’s connection to skate tradition. The weekend-long activation invitations followers of authorized consuming age to skate, watch skate performances, and drink themed cocktails inside a “Rémy Après Skate” space.
After launching in Las Vegas, the activation will head to New York, Los Angeles, Chicago and Atlanta. Attendees also can buy limited-edition merchandise made in collaboration with designer Jon Stan, together with branded varsity jackets and caps.
The model and entertainer have embraced new methods to meld music, artwork, tech and tradition within the cognac class since becoming a member of forces in 2010, together with final yr’s AI-powered bottle and NFT collaboration.
