Hennessy steps out of the liquor worlds advertising comfort zone to deliver a very unique experience, but does it really connect with consumers? Does it reflect those special consumers who purchase the brand? Does it impact that conversation about Hennessy?
Pioneering Swiss family the Piccards is the latest subject of Hennessy’s Wild Rabbit campaign from Droga5, in a sweepingly cinematic spot that once again illustrates the brand’s metaphor for the relentless pursuit of achievement.
Narrated by rapper Nas (who was the subject of Hennessy’s previous ad) and beautifully filmed by Daniel Wolfe of Somesuch, the spot tells how in 1931 Auguste Piccard became the first explorer to reach the stratosphere. In 1960, his son Jacques became the first man to reach the deepest point of the ocean. The ad — which is out in 60, 30 and 15 second versions — charts the journeys of both men, capturing their grit and determination as well as the awesome power of nature.
It’s gripping stuff, and a visual treat worthy of a Hollywood epic: photography specialist Chris Parks, whose oeuvre includes “Tree of Life” and “Gravity,” was involved in the meticulous filmmaking process.