Remy Martin has brought in Jeremy Renner -- star of "American Hustle," "Hurt Locker" and "The Avengers" -- to front a new global brand campaign by DLKW Lowe.
A 60-second film, directed by Ne-O through Stink, showcases Renner's many talents, opening with a chase scene where he runs across city rooftops, before the director shouts, "Cut!" The spot then showcases some of Renner's lesser-known talents. It moves on to a new film set, where the actor has turned producer, before introducing an interiors scene, where he is looking at drawings and designs.
In voiceover, Renner says, "I guess I've always been hard to label, because I'm not one thing. I never have been. I've always wanted to be many things."
Finally, he dashes on stage to join his band, singing a few numbers before retiring to the bar for a night cap, as the words "actor/producer/renovator/musician" flash up on screen, followed by the campaign's endline, "One life. Live them."
Renner said in a statement, "The story of how to live your life really resonates with me personally. I think to fully realize one's potential you must take action, remain curious, embrace your failures, as they are gifts, and honor your successes with humility."
Remy Martin, which was founded in France 290 years ago and is owned by Remy Cointreau, appointed DLKW Lowe as lead agency on its global business last year.
As well as press and outdoor executions, the brand is also launching "La Maison Remy Martin" in a Townhouse in London, where members will be encouraged to reveal and explore their hidden talents. Renner will be joined at the opening party on November 2 by 50 competition winners, as well as fellow celebrities and other guests.
London-based directing Duo Ne-O's other commercials work includes Freeview's "Cat and Budgie" and Toyota's "Humanity."