KB+P Readies Hennessy TV

NEW YORK Kirshenbaum Bond + Partners here is poised to break a television spot next month for Hennessy as the client continues to review the $10 million account.

The commercial, which will air in both English and Spanish on network cable channels, asks the question, “What is character?”

In the 30-second spot, the camera zooms in on a glass of Hennessy V.S. marque cognac to reveal a contemporary nightclub shot in sepia tones. As the camera pans the club’s multi-ethnic patrons—some deep in conversation, some canvasing the room, others dancing a tango—a voiceover asks, “What is character? Is it in your blood or can it be learned? Is it obvious or is it impossible to define? Will you recognize it if you see it? Not if you have to ask.” The ad ends with a beauty shot of a glass of cognac beside the Hennessey bottle.

The theme line, “Pure character,” was introduced earlier this year as part of the brand’s Hispanic print and out-of-home campaign with John Leguizamo. Commercial director Michael Haussman shot the spot.

Moet put its Hennessy brand in play last month. KB+P has said it would defend. Jan Boyle of New York consultancy MatchWorks is conducting the review, per sources.