Hennessy Ascends Higher, Ventures Deeper with New “Wild Rabbit” Advertising Creative
Hennessy V.S, the world’s #1 Cognac, announces the launch of The Piccards, the fourth installment of the brand’s award-winning Wild Rabbit advertising campaign. The effort centers on the theme of pushing the limits of potential and is set to roll out across digital and broadcast platforms starting this month. The new creative continues to bring to life the spirit of Hennessy’s ‘Never stop. Never settle.’ mantra, this time through the remarkable true story of the Piccards, a pioneering family of explorers whose relentless pursuits pushed the limits of potential and made history.
Breaking barriers and records is what the Piccard family has been good at for generations: in 1931, Auguste Piccard became the first man to touch the edge of space – taking flight in a pressurized capsule and balloon to reach the stratosphere. Three decades later, his son Jacques went the other direction and modified his invention to become the first man to reach the furthest depths of the ocean.
“The Piccards boast a rich family history of pioneering spirit, a narrative that parallels our own storied legacy and the constant pursuit to create the perfect Cognac, year after year,” said Giles Woodyer, Senior Vice President, Hennessy US. “It’s this spirit of chasing one’s Wild Rabbit that really resonates with people and we’re excited to continue the campaign’s momentum by sharing the inspiring journey of these extraordinary men.”
Since 2012, Hennessy’s Wild Rabbit campaign has featured cultural icons that continuously push themselves to new heights, including the likes of hip hop lyricist Nas, musician Erykah Badu, and award-winning filmmaker Martin Scorsese. In the latest iteration of the campaign narrative, Nas tells the story of the Piccards’ intergenerational Wild Rabbit chase – Hennessy’s metaphor for the relentless pursuit of achievement.
“The part of the Piccard story that resonated strongly with me is the generational bond,” said Nas. “My father traveled the world driven by his music and passion. That relentless chase and will to achieve that’s at the heart of Hennessy’s campaign has also helped shape my musical path. It’s in my blood.
