Hennessy has debuted of its cognac brand’s first-ever Super Bowl commercial as sales of the spirit skyrocket in the United States.
Narrated by hip-hop legend Nas, the TVC, titled “Major,” brings to life the spirit of Hennessy’s “Never stop. Never settle.” mantra.
It features the remarkable, yet widely unknown, story of cycling champion Marshall “Major” Taylor.
In the late 1890s, Marshall “Major” Taylor became the best cyclist of his time, and throughout his career he dominated his competition in the US and abroad. He held seven world records by 1898, and in 1899, became one of the first African Americans to win a world championship. Marshall “Major” Taylor’s global fame established him as one of the world’s first international sports champions.
Hennessy has also partnered with ESPN to develop a powerful short-form documentary, The Six Day Race: The Story of Marshall “Major” Taylor.
The US continues to be cognac’s largest market with 87.4 million bottles shipped in 2018. Since the 1950s, African-Americans have represented the largest single segment of cognac drinkers in the US, with sales growing rapidly over the last two decades, driven by the close association of rap music and urban music culture with the spirit.
Watch the ad below:
