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By John Glenday, Reporter

September 23, 2021 | 2 min read

Cognac brand Rémy Martin has brought a new dimension to Facebook and Instagram ads by refusing to be put in its box.

The format hijack takes a step back from treating screen real-estate as a flat plane, opening opportunities for a more engaging presentation that catches the attention of audiences. Subverting expectations of a flat image or video, the drinks maker depicts a barmaid reaching out of your screen to snaffle a cheeky liqueur from an adjoining advert.

Developed by Fred & Farid New York, the ad seeks to subtly lower barriers between display advertising and consumers by ‘thinking outside the box’.

The agency explained: “Fred & Farid New York hijacked Facebook and Instagram shoppable ‘Collection’ ads, which allow users to swipe through products in-feed while they view the video content. Breaking free of the ad unit itself is surprising, scroll-stopping and inviting to say the least. Cheers to that.

“No more boundaries or red tape – every aspiring home-bartender can shop the entire Rémy Martin collection with a few taps in their social feed. So, how can that be demonstrated within the confines of a traditional e-commerce ad? By breaking it, of course.”

Extending beyond the screen boundary is not a new concept in the drinks sector, with Ballantine’s previously illustrating the perils of falling out of bounds after one whisky too many.

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