Fat Joe Plays a High-Maintenance Celebrity Creative Director in Campaign for Hpnotiq

The once-popular liqueur wants to be a pop culture staple again

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Lady Gaga for Polaroid, Matthew McConaughey for Wild Turkey, Jay-Z for Puma … there’s a long line of celebrities who’ve at some point put the creative director hat on. Whether or not these appointments are actually effective is up for debate, but it seems as though brands enjoy having a famous name on their payroll regardless.

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