Nearly a year to the day since picking up Hennessy’s creative duties, Droga5 is unleashing a new star-studded campaign for the “very special” cognac featuring boxing phenom Manny Pacquiao, legendary film director Martin Scorsese, and the “First Lady of Neo-Soul,” Erykah Badu.
In case you didn’t know, “cognac” isn’t just a type brandy best suited for imbibing whilst on the set of a Busta Rhymes music video. In fact, Cognac is also town in France where the beverage originates. According to the campaign’s site, “What’s Your Wild Rabbit?,” the region of western France near Cognac (where Hennessy is made) is a haven for elusive wild rabbits, around which a rich mythology has grown. According to legend, the wild rabbit is supposedly the force responsible for driving people from one success to another. This explains why, in the above spot, Pacquiao refers to “fighting the fight that really matters” as his own wild rabbit. That, or he’s hammered on Hennessy and apple juice shooters and is totally delirious.
The campaign’s site also features a collection of videos that goes behind-the-scenes of Pacquiao’s, Scorsese’s, and Badu’s “Wild Rabbit” spots. See those, as well as each celeb’s drink menu, by visiting the site here. See Erykah Badu unleash her famous hair after the jump.