In an exciting collaboration, Martell, one of the oldest and most prestigious cognac houses, has teamed up once again with Nigerian superstar Davido for the second chapter of the “Be the Standout Swift” campaign. This campaign celebrates the global rise and acceptance of Afrobeats, highlighting the parallels with Davido’s journey to inspire others to succeed on their own terms.
The new chapter of the campaign features a captivating film starring Davido, directed by the award-winning Meji Alabi, who also directed the first campaign film. The plot is inspired by Davido’s decade-long contribution to Afrobeats, its critical acclaim, and its success. The film pays homage to the journey of Afrobeats and its global acceptance, spotlighting those who have paved the way and contributed to its continued success.
Afrobeats has exploded into pop culture globally, redefining the world’s view of what it means to be African. The genre’s success is attributed to the courage, resilience, and audacity of its pioneers and current stars. The film honors music legend and Afrobeat pioneer Fela Aníkúlápó Kuti for his pivotal role in birthing and inspiring what Afrobeats is today. Fela’s determination to do things on his own terms continues to inspire artists like Davido, who embrace this spirit of audacity by breaking down barriers and paving the way for the next generation.
Davido’s partnership with Martell aims to inspire others to be unapologetically themselves and create their own path for the benefit of others. Speaking on his journey as an Afrobeats ambassador, Davido expressed his pride in the genre’s global success, stating, “After so many years of staying true to ourselves and honing this craft we’ve poured so much into, I can’t explain how good it feels that Afrobeats is loved across the world. The wins we’re seeing mean so much knowing we didn’t change who we are. Afrobeats’ success took a village, and our collective passion and drive is what fuels us.”
Sebastien Borda, Global Marketing Director at Pernod Ricard, added, “Davido’s role in the global success of Afrobeats is undeniable. For us at Martell, Davido on this journey has embodied hard work, courage, resilience, and audacity; all of which are values that resonate strongly with our brand. Furthermore, on his journey, he consistently values people around him and seeks to create a path for others to follow and succeed. This is what makes him a Standout Swift.”
Martell’s commitment to driving positive change is evident in its celebration of those who boldly take on challenges to benefit many, rather than conforming to codes that favor a few. Drawing inspiration from this ethos and Davido’s legacy, Martell encourages people to stand out from the crowd and redefine conventions.
