This Gorgeous Ad Takes You Into the Brilliant Mind of the World’s First Black Chess Grandmaster

Cognac brand tells the story of how Maurice Ashley pushed the limits of his mind to make history

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Maurice Ashley, a Jamaican American, made history in 1999 by becoming the world’s first Black chess grandmaster—a coveted title that takes years of intense practice and tremendous intellect to attain.

In its latest creative from Droga5, Hennessy profiles Ashley and his remarkable skill as part of the cognac brand’s wider “What’s Your Wild Rabbit?” campaign, which has been running since 2011 and spotlights great, daring and record-breaking characters from history, exploring what drives success.

At the center of the campaign, titled “Maurice Ashley and the Black Bear School,” is a beautifully crafted five-minute film, narrated by hip-hop star Nas.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in