Hennessy V.S has launched new TV and digital creative for the "Never stop. Never settle." campaign. This is the latest in Hennessy's theme centered on the notion of pushing the limits of one's potential, which uses the chasing of one's "Wild Rabbit" as a metaphor.
In the new creative, Hennessy celebrates Nas' chase of his own Wild Rabbit. From his rise in 1990s New York City to dominance of the world stage today as one of the greatest lyricists known to hip hop. Entitled "The Ride," the TV spot features narration by Nas and costume design by Jenny Gering, who dresses the cast in the FX series, The Americans. Set on a subway train travelling from Queensbridge to Madison Square Garden, we watch as Nas moves between the train cars as the decades progress, observing and capturing inspiration from everything and everyone around him to create the stories he gives back in his music.
"For more than 20 years now, Nas has been driven by a central passion to tell the stories that need to be told – obstacles and commercial consequences be damned. His lyrics inventively capture universal truths about the human experience from a perspective too often ignored or misunderstood by the American mainstream. It's why Nas' music is so resonant and will likely remain so long after he's gone," said Rodney Williams, Senior Vice President of Hennessy USA. "Through this campaign, Hennessy celebrates Nas' continuing journey, and we hope to inspire our fans to consider and pursue their own Wild Rabbits."
Jonny Bauer, Global Chief Strategy Officer at Droga5 New York, the creative agency behind "The Ride," reiterated "The ethos of the Hennessy brand is knowing that the top is never high enough. It's about pushing the very limits of your potential. Nas truly embodies this spirit and hopefully our customers will feel we've relayed this in an engaging way."