Hennessy celebrates cycling legend with new ad
Hennessy Cognac has launched the fifth chapter in its Wild Rabbit campaign to honour American cyclist Marshall ‘Major’ Taylor, featuring the vocals of hip-hop artist Nas.
Developed in partnership with advertising agency Droga5, the ‘Major’ chapter tells the story of Taylor, who held seven world records by 1898, and in 1899, became the first African American to win a world championship.
The advert draws inspiration from old photographs, books and online resources as well as interviews and Taylor’s self-published autobiography, The Fastest Bicycle Rider in the World.
To bring to life Hennessy’s ‘Never stop. Never settle’ mantra, the brand teamed up with ‘visionaries’ from the music, art, fashion and philanthropy worlds, including hip-hop artist Nas, illustrator and author Kadir Nelson and designer Kerby Jean-Raymond.
Hennessy will also celebrate the cyclist’s legacy with a short documentary on ESPN on 22 April.
“Marshall ‘Major’ Taylor’s perseverance to achieve new levels of greatness despite adversity is universally inspiring and this is a largely untold story that we felt needed to be brought to light,” said Giles Woodyer, senior vice president, Hennessy US.
“Hennessy has always been committed to celebrating important cultural moments and sharing the stories that help shape our world. We hope that this remarkable journey of an American hero will inspire others to push the limits of potential to continue striving.”
Since 2012, Hennessy’s Wild Rabbit campaign has showcased the stories of “extraordinary” individuals who champion the brand’s mantra ‘Never stop. Never settle’.
The marketing campaign will continue to roll out across social, mobile and TV throughout 2018.
Check out the 60-second spot below.