In the first year since Anheuser-Busch renounced their exclusivity at the Super Bowl, Rémy Martin was ready to take the stage as the first spirits and one of the few luxury brands to launch during the big game. To drive awareness and conversation during the most crowded media space of the year, we needed a message that spoke to the entire country while demonstrating the brand’s values.

We started with the style of the original movie to evoke the intensity and inspiration of the speech, but used a modern camera style and edit to make it feel lived in and approachable. To elevate the quality and storytelling, we dramatized moments with quick cuts and dramatic movements, shaping a story that was at once inspirational but also relatable. The approach focused on highly stylized scenes that emphasize passion and teamwork. Together, this style tracks not only the main narrative, but weaves other stories while showing that no matter your quest, if you are part of a team, you can achieve excellence.

The spot outperformed the median Super Bowl ad by 2.7x, ranked 8th in the top 10 Super Bowl ads that delivered the highest purchase intent, ranked #25 out of 124 ads in the game in terms of favorability. Rémy Martin was the 3rd most searched brand immediately following the spots airing of all spirits and beer advertisers and Serena Williams was ranked 2nd in the top celebrities who generated the most social mentions (all data according to Oracle).