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Sep 17, 2018  

Some Guidelines On Elementary Systems Of [advertising]

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Ridley Scott Returns to Advertising After 15 Years to Helm Hennessy Campaign

In a new video preview of the spot, Scott explains why he decided to move back into advertising after a decade and a half. The pairing is not so surprising as high concept ads are well-established territory for Hennessy. The campaign marks a continuation of the 2016 “ Don’t Wait to Experience Greatness ” effort created by DDB Paris, in which the brand teamed up with director Nicolas Winding Refn of Drive fame. This past April, Droga5 also launched a spot celebrating cyclist Marshall “Major” Taylor—who is recognize as the first African American to become a world champion in any sport—that included a surreal dream sequence as part of Hennessy’s “Wild Rabbit” campaign. According to Hennessy, however, this latest odyssey (and its budget) will be even more epic. Chief marketing officer Thomas Moradpour explained that, in service of identifying itself as an iconic luxury brand, Hennessy set out to enlist the aid of a powerhouse director for “its most ambitious” campaign “to date.” “We want to open this broader universe and make that a world,” Moradpour told Adweek (seven of them, in fact). “That can only work if you get someone of a real caliber.” Agency DDB Paris compiled a short list of contenders, with Scott at the very top of the list; as it turned out, the legendary director was available and agreed to work on the campaign. “Our ambition is to be put up there with the best, and the only way to do that is to work with the best. So we wanted the best and we turned to the best,” Moradpour said.

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