Martell and Davido Unveil the Second Chapter of the ‘Be the Standout Swift’ Campaign
Martell, one of the oldest and most prestigious cognac houses, has launched the second chapter of its acclaimed ‘Be the Standout Swift’ campaign, once again featuring Afrobeats superstar Davido as its ambassador. This new phase celebrates the meteoric rise of Afrobeats, emphasizing authenticity, resilience, and community impact.
The campaign’s centerpiece is a new short film starring Davido, directed by award-winning filmmaker Meji Alabi, who also helmed the first instalment. The film highlights Davido’s decade-long influence on Afrobeats, showcasing his journey as a trailblazer in a genre that has transformed global perceptions of African music.
Afrobeats, which has grown into a global cultural phenomenon, owes much of its success to pioneers like Fela Aníkúlápó Kuti, whose legacy is honoured in the film. The late music legend’s audacity and commitment to authenticity continue to inspire contemporary artists like Davido, who has embraced these values by breaking barriers and paving the way for the next generation.
“For so many years, we’ve stayed true to ourselves and poured our passion into this craft,” Davido shared. “Seeing Afrobeats loved worldwide is a testament to our collective resilience and belief in our identity. The genre’s success is truly a shared victory.”
According to Sebastien Borda, Global Marketing Director of Pernod Ricard, Davido exemplifies the qualities of a “Standout Swift” – courage, resilience, and an unwavering commitment to empowering others. “Davido’s journey reflects Martell’s ethos of challenging conventions and creating paths for others to succeed,” Borda stated.
Martell, known for its emblematic swift symbol, draws parallels between its legacy of bold innovation and Davido’s transformative impact on music and culture. By collaborating with the Afrobeats icon, the brand aims to inspire individuals to redefine success and make a positive impact on their communities.
About Pernod Ricard Nigeria
Pernod Ricard Nigeria, a subsidiary of the global leader in wines and spirits, oversees a portfolio of premium and luxury brands, including Jameson Irish Whiskey, Absolut Vodka, and The Glenlivet Scotch Whisky. The company continues to foster innovation and inclusivity within the Nigerian market.
About Maison Martell
Founded in 1715, Martell is celebrated for its craftsmanship and audacity, symbolized by its swift emblem. The brand remains a global icon in the cognac industry, renowned for its finesse and dedication to challenging conventions, exemplified by creations like the Martell Cordon Bleu.
With this campaign, Martell and Davido underscore the importance of authenticity, perseverance, and uplifting others, setting a bold standard for the future.
