Rémy Martin teams up with Serena Williams for first Super Bowl advert

America’s Super Bowl – the National Football League championship which will be played this Sunday [February 12] between the Philadelphia Eagles and the Kansas City Chiefs – also serves as the unofficial red carpet walk for launching brand-enhancing commercials, including those for alcohol beverage producers.

This year, Rémy Martin will jump into the big-action for the first time with a new 60-second advert starring Serena Williams, the just-retired international tennis star utilizing its “Team Up for Excellence” brand theme.

Created by Fred & Farid New York, the “Inch by Inch” commercial “spotlights teamwork and how we drive greatness forward as part of a team, how great success cannot be accomplished alone and that as part of a collective team, true excellence can be achieved,” according to the agency.

“We are honored to partner with a cultural icon like Serena whose commitment to excellence is unmatched for the first-ever advertisement for iconic Cognac House, Rémy Martin,” says Nicolas Beckers, CEO, Rémy Cointreau Americas.

Further, says Jean-Philippe Hecquet, CEO for the House of Rémy Martin, “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.”

It is not Williams’ first time as a brand endorser, even for a Super Bowl, as she also represents Nike, Wilson, Gatorade, Delta Air Lines, Aston Martin, Pepsi, Beats by Dre, JP Morgan Chase, Audemars Piguet, Bumble, Upper Deck, IBM, Intel, as well as being chief sporting officer for Aston Martin. “I am honored and excited to be able to work with Rémy Martin, whose core values are so similar to my own personal principles,” Williams said. “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.”

Although it is Rémy Martin’s first Super Bowl appearance, it is not the first for parent time for company, Rémy Cointreau. In 2022, Rémy Cointreau aired a 30-second advertisement for its Islay gin brand, The Botanist, and in 2021 made it Super Bowl debut with a 30-second advertisement for Cointreau brand liqueur.

The contents of the commercial are still being kept secret, but teasers showing Williams walking through a lighted tunnel and seated at a bar in a sporting jacket nursing a glass of Rémy VSOP that appears to be on the rocks. The commercial will be shown during the first quarter of the game, which begins at 3:30 p.m. in Arizona, where it is being played (6:30 p.m. in New York, 11:30 p.m. in London).