Droga5, Nas Take ‘The Ride’ for Hennessy

By Erik Oster 

Droga5 enlisted New York rapper Nas in its latest spot for Hennessy, entitled “The Ride..”

Nas’ association with the brand dates back to his classic 1994 debut Illmatic, where the brand is mentioned on the very first track. He signed a deal with the company at the beginning of last year to appear in the latest iteration of its “Wild Rabbit” campaign, which finally comes to life with “The Ride.”

The 60-second spot channels Nas’ own past with a re-worked version of the song “New York State of Mind” from his debut. Over Nas’ recitation of the re-imagined lyrics he steps on a subway car and is seemingly transported back in time to the 80s, with time progressing over the course of the ad so that when he emerges from the car later, he is back in the present day. A newspaper headline reading “Panic on Wall Street” at one point signifies a transition to the modern era. It’s all very slick and stylish, with plenty of attention to detail lavished on the concept. The spot ends with Nas walking toward a stage after uttering the line “It was only right that I was born to use mics,” and the text “I tell the stories that need to be told” appearing onscreen, followed by the “What’s your Wild Rabbit?” tagline.


Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Group Creative Director: 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 Chinn

Associate Producer: Goldie Robbens

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Donny Jensen

Strategist: Zack Cohn

Group Account Directors: Nick Simons & Ben Myers

Account Director: Bola Adekoya

Account Manager: Joan Wortmann

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