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IDEA: Can an Englishman who died in 1948 convince American millennials to drink cognac in 2013? Hennessy hopes so.
The brand has been urging consumers 21-34 to chase their "Wild Rabbit" (i.e., any deeply held passion) in ads from Droga5—and found a hero for its latest spot in Sir Malcolm Campbell, a racecar driver who set nine land-speed records in the 1920s and '30s. (In Utah in 1935, he became the first person to drive an automobile over 300 mph.)
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