Martell XO Advertising Campaign Film "We all have wings. Few of us know how to use them." In this new global campaign, Martell XO pays tribute to Martell's unique heritage, using its emblem, the swift. Legend has it that in 1715, a swift led Jean Martell to Cognac, where, he founded what would become the oldest of the great Houses of Cognac. In this film the swift becomes a symbol of one's potential to achieve great things -- just like Jean Martell nearly 300 years ago. Martell XO invites us all to spread our wings and take flight to rise above.