Hennessy Shakes Up Brand Image with New Ad Series

Hennessy has debuted its first-ever campaign with creative agency Wieden+Kennedy, highlighting the versatility of its cognac.

"Made for More" is a sleek and stylish campaign that aims to redefine the perception of Hennessy as a viable cocktail ingredient by showing viewers different recipes.

Furthermore, it takes a significant step away from the brand's previous campaign "Never Stop Never Settle," which was handled by its previous agency, Droga5.

Instead of taking an emotional route in storytelling, the alcoholic beverage company has opted for a more fun and stylistic approach that cements its status as a luxury brand. 

Zeynep Orbay, Wieden+Kennedy Amsterdam's creative director, explained to AdWeek the overarching idea behind the makings of the campaign. 

"We wanted to treat the making of these drinks in rather strange places and ways like it was the most natural thing in the world," he shared.

"There’s fun in never acknowledging the absurdity of a situation or explaining why something happens. The work, we felt, should almost feel like a cocktail in itself — a mashup of people, places, and tones that all easily come together to communicate this sense of 'more.'"

Beyond the aesthetics, Hennessy Global CMO Julie Nollet shared the campaign's goal to let consumers know that it is more than just a cognac enjoyed on the rocks. 

"Hennessy is well known everywhere, but people don’t always know about how versatile it is — how it brings more flavor, depth, and complexity to all kinds of cocktails," Nollet told AdAge.

"Our new ‘Made for More’ campaign is bringing to life this notion of 1+1=3, showcasing the unlimited possibilities and introducing another side of the brand with beauty, fun, and open-mindedness."

Cocktail Making As Art

The commercials follow American singer-songwriter Teyana Taylor and British actor Damson Idris crafting their drinks in unconventional places.

In the first spot titled "Hennessy & Lawn Mower," Taylor is seen concocting a Hennessy Margarita as she watches a croquet game.

A lawn mower, driven by Idris, then enters the frame to deliver the actress a lime as a finishing touch to the cocktail.

At the end of the commercial, a breakdown of the ingredients is flashed on the screen before Taylor enjoys her drink. 

"Made for More," the screen writes.

"Board Game" loosely follows the same premise. Idris plays a game of chess as he makes himself a Hennessy Honey Highball.

A series of artful shots ensue, with a bottle of honey syrup coming out of the chess timer, and a stir stick flinging Idris' opponent's hat out of the frame. 

"Tennis," "Massage" and "Gallery" are equally absurd, using a tennis ball cannon to launch limes, a massage chair to mix a cocktail, and an art installation to pour ginger ale. 

The commercials are a visual delight, with shots and sequences that play out like a Wes Anderson film.