Global tennis star, cultural icon, multi-hyphenate powerhouse and champion Serena Williams will be starring in the first-ever Super Bowl ad for iconic Cognac House, Rémy Martin.
Created by Fred & Farid New York, the campaign, “Inch by Inch” spotlights teamwork and how we drive greatness forward as part of a team. “Inch by Inch” portrays how great success cannot be accomplished alone, and that as part of a collective team, true excellence can be achieved, with Williams starring front and center in the forthcoming advertisement.
“I am honored and excited to be able to work with Rémy Martin, whose core values are so similar to my own personal principles,” says Williams. “Rémy Martin is a brand based on generosity, authenticity, and teamwork, all qualities that I have taken great strides to incorporate in my life and my career. Together, we're incredibly excited to inspire others with ‘Inch by Inch' and team up in pursuit of excellence, which is a message that has always resonated with me and I'm sure will resonate with viewers nationwide.”
Williams' excellence and global success did not happen overnight. “Inch by Inch” and slowly one step at a time, the global champion perfected her skills through a dedication to craft and a passion for excellence that has spanned the course of her career. To conquer such an impressive feat takes years of practice, training, and support, working toward a goal inch by inch, just as it took the family at Rémy Martin to become the storied, centuries-old Cognac House the world knows today. Collectively, Williams and Rémy Martin aim to inspire people across generations with this important message.
“When developing ‘Inch by Inch,' we wanted to create an inspirational concept that transcends time and find a spokesperson that embodies the values of Rémy Martin, which is grounded in an unwavering pursuit of excellence through family, our partners and collective success,” said Jean-Philippe Hecquet, chief executive officer of the House of Rémy Martin. He adds, “Serena Williams, as the greatest female athlete of all time and a cultural icon, was the perfect choice. She is a global inspiration, and inch by inch, Williams and her team have made history by breaking down barriers, striving for excellence, and achieving greatness. We are honored to partner with her for our first-ever Super Bowl campaign and believe that together Rémy Martin's quest for excellence will continue to go further, always achieving greater feats.”
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The 60-second spot will be revealed nationally for the first time during the first quarter of Super Bowl LVII, held in Glendale, Arizona on February 12th.
For more information on the “Inch by Inch” campaign, visit: https://www.remymartin.com/en-us/inch-by-inch.