Rémy Martin, a brand of Rémy Cointreau, Paris, announced that global tennis superstar and cultural icon Serena Williams will star in its first-ever Super Bowl ad for Cognac House, Rémy Martin.

This year’s campaign marks Rémy Cointreau’s continued investment in the biggest game of the year for the third year in a row, and the first time on a national scale, the company notes. Super Bowl LVII also marks the first time in history that Rémy Martin is making an appearance at the Super Bowl.

“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,” said Nicolas Beckers, chief executive officer, Rémy Cointreau Americas, in a statement. “Rémy Martin's entry into the big game this year reflects the growing importance and recognition of the Rémy Martin brand, the increased interest in the Cognac sector, and our ambitions in the USA.”

As a brand with a rich history, Rémy Martin is evolving and seeking new ways to express their expertise, it says. This year, Rémy Martin expanded their quest for excellence with “Inch by Inch” during the Super Bowl, establishing them in an undiscovered territory for the brand, it notes.

Created by Fred & Farid New York, the campaign, “Inch by Inch” spotlights teamwork and how we drive greatness forward as part of a team, the company says. “Inch by Inch” portrays how great success cannot be accomplished alone, and that as part of a collective team, true excellence can be achieved, it adds.

“When developing ‘Inch by Inch,’ we wanted to create an inspirational concept that transcends time and find a spokesperson that embodies the values of Rémy Martin, which is grounded in an unwavering pursuit of excellence through family, our partners and collective success,” said Jean-Philippe Hecquet, chief executive officer of the House of Rémy Martin, in a statement. “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. We are honored to partner with her for our first-ever Super Bowl campaign and believe that together Rémy Martin's quest for excellence will continue to go further, always achieving greater feats.”

Williams added: “I am honored and excited to be able to work with Rémy Martin, whose core values are so similar to my own personal principles. 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. Together, we’re incredibly excited to inspire others with ‘Inch by Inch’ and team up in pursuit of excellence, which is a message that has always resonated with me and I'm sure will resonate with viewers nationwide.”

The 60-second spot will be revealed nationally for the first time during the first quarter of Super Bowl LVII, taking place Feb. 12 in Glendale, Ariz.