The premium cognac brand Hennessy literally speeds up with the latest installment of its large-scale “Never Stop. Never Settle” campaign launched in 2012 to motivate people for meaningful achievements and self-improvement.
The effort by Droga5 NY, which has already featured the three heroes of different eras—the boxer and politician Manny Pacquiao, the film director, producer and film historian Martin Scorsese and the singer-songwirter Erykah Badu—now welcomes the speed record chaser, Sir Malcolm Campbell (1885-1948), as its new face. In the 1:30 film dedicated to this legendary person Hennessy creates a vibrant retrospective that highlights the driver’s unique talent and inspiration behind his victories.
The spot featuring Malcolm Campbell is titled “The Man Who Couldn’t Slow Down”—so far, the racer is the only face in the campaign who embodies speed per se with his life and career. In 1920s-1930s, Campbell broke the world land-speed record 9 times, overcoming the 300mph speed barrier as he drove. In the end of the video, Hennessy encourages the audience to think what their Wild Rabbit—a symbol of inner driver for success—is. The plot makes it evident that Sir Campbell’s Wild Rabbit was love and personal aspirations.
Additionally, the film has a historic voiceover—it features the interview recording of Austrian psychiatrist Viktor Frankl, who wrote Man’s Search for Meaning, speaking about things that motivate people to hit their personal goals. He believes that humans are urged by the unrelenting need to find meaning in life. “If there’s a meaning to fulfill, then he’s ready to suffer, he’s ready to offer sacrifices, he’s ready to undergo tensions, stress and so forth,” explains Hennessy brand ambassador.