Nas takes subway through his career in Hennessy ad

Hennessy "Wild Rabbit: The Ride" by Droga5.
Hennessy "Wild Rabbit: The Ride" by Droga5.

The cognac maker and legendary hip-hop artist tell stories of their mutual commitment to quality

NEW YORK — Agency Droga5 tells the story of hip-hop icon Nas’ artistic rise using his hit song "New York State of Mind" in a collaboration between the artist and congac distiller Hennessy.  

The "What’s Your Wild Rabbit?" campaign asks consumers to "Never stop. Never settle." In this installment, Nas and Hennessy take consumers further down the rabbit hole to explore a dreamlike New York City that evolves from the beginning of Nas' career in the1980s to today.

The TV spot likens the challenges Nas faced throughout his career to Hennessy's commitment to quality. Hennessy has a hit on its hands; sales of the cognac have exceeded expectations — so much so that as the #1 cognac distiller is seeking new vineyards to meet consumer demand.

Campaign credits

Client: Hennessy
Campaign Title: "Wild Rabbit: The Ride"
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Ted Royer, Paul Bichler
Creative Director: Alexander Nowak
Creative Director: Felix Richter
Copywriter: Brian Eden
Art Director: Ben Grube
Chief Creation Officer: Sally-Ann Dale
Executive Producer: Scott Chin
Associate Producer: Goldie Robbens
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director Strategist: Donny Jensen
Strategist: Zack Cohn
Group Account Directors: Nick Simons & Ben Myers
Account Director: Bola Adekoya
Account Manager: Bola Adekoya
Client: Moët Hennessy USA
SVP, Marketing: Rodney Williams
VP, Consumer Marketing: Barbara Jackson
Production Company: Epoch Films
Director: Martin de Thurah
DOP: Martijn van Broekhuizen
Executive Producer: Melissa Culligan
Producer: Karen O’Brien
Czech Production Company: Unit + Sofa
Producer: Jitka Fridrichova
Editorial: Rock Paper Scissors
Editor: Ted Guard
Assistant Editor: JK Carrington
Executive Producer: Eve Kornblum
Producer: Jenny Greenfield
Post Production: The Mill New York
Post Producer: Rachael Trillo
Lead Flame Artist: Nathan Kane
DI Colorist: Fergus McCall
Music: Q Department
Creative Director: Draz Bosnjak
Producer: Guin Frehling
Sampled Track: "New York State of Mind" by Nas
Sound: Sound Lounge
Mixer: Tom Jucarone

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