Ads of the Day

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

hennessy-chess-master-2020 — Droga5 ad depicts chess as a thrilling and intense intellectual martial art.Hennessy

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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.

Sara Spary

Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.

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