Hennessy launched "The Piccards," the
fourth video from the brand's Wild Rabbit campaign. The video brings to life Hennessy's "Never stop. Never settle" motto by telling the story of a father and son who made huge discoveries above and
below earth. In 1931, a Swiss physicist named Auguste Piccard became the first man to reach the stratosphere. In 1960, his son Jacques became the first to reach the deepest bottom of the ocean. The
90-second video feels more like a movie than a commercial. We begin with the elder Piccard reaching the earth's stratosphere and reveling in its
beauty. Viewers are quickly brought below ground, watching the younger Piccard reach ocean depths never imagined. I bet a doctor in that family would come across as a "disappointment."
Droga5 created the campaign, directed by
Daniel Wolfe of
Somesuch.Co.
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