Hennessy Drinks to Wild Rabbit with The Piccards

The cross-platform effort has launched via TV and mobile. The 30-second Hennessy film debuted digitally with broadcast spots now live.

 Hennessy has premiered a new spot titled The Piccards, marking the fourth installment of the global cognac giant’s Wild Rabbit advertising campaign. The effort centres on the theme of pushing the limits of potential and is set to roll out across digital and broadcast platforms beginning in April.

The creative epitomises the spirit of brand’s ‘Never stop. Never settle.’ mantra. Said theme is captured through the remarkable true story of a pioneering family of explorers, whose relentless pursuits pushed the limits of potential, breaking barriers and records for generations to make history.

In 1931, Auguste Piccard became the first man to touch the edge of space, taking flight in a pressurised capsule and balloon to reach the stratosphere. Three decades later, his son, Jacques, went on to modify 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. It is this spirit of chasing one’s wild rabbit that really resonates with people,” said Giles Woodyer, Senior Vice President at Hennessy US.

Since 2012, the aforementioned marketing push has featured cultural icons including the likes of hip-hop lyricist Nas, musician Erykah Badu, and filmmaker Martin Scorsese. In the latest iteration, Nas tells the story of the Piccards’ intergenerational Wild Rabbit chase.

Relayed in fresh cinematic style, the newly released advertisement is a surreal glimpse into the true story of the Piccard family, and takes viewers to the stratosphere and deepest depths of the ocean. Directed by Daniel Wolfe, the commercial was developed in collaboration with creative agency, Droga5.