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“What’s Your Wild Rabbit?”

I was riding my bike recently and saw a billboard with the line, “Few see it. Fewer chase it. What’s Your Wild Rabbit?” My first thought was, “Damn that’s good.”

Back at the computer, I looked it up and figured out it was an ad for Hennessy cognac. Here’s a print version from the same campaign with substantially more copy.


It turns out this is a humongous campaign for Hennessy by ad agency Droga5. It has a global budget of $70 million, reports Stuart Elliott in the New York Times.

Here another ad from the series:

There are also print and video ads featuring celebrities Martin Scorsese, Manny Pacquiao and Erykah Badu.




As you can see, all of the ads feature a blurry silhouette of rabbit ears, the slogan, “What’s Your Wild Rabbit?,” and the tagline, “Never stop. Never settle.”

It’s the slogan that impressed me most. “What’s Your Wild Rabbit?” is an old-school, big-idea ad line. It feels familiar, tapping into a shared cultural memory of Alice In Wonderland and the woodlands of Old Europe. It’s also a little bit sexy — after all, what are rabbits known for? And since this is a liquor ad, it’s not a leap to find a subtext about men chasing beautiful, younger women. Still, it feels classy, since your “wild rabbit” could really be anything — restoring a classic Mustang, starting an artisinal ice cream company, or following your dream of becoming a concert harpsichordist.

Come to think of it, there’s another subtext as well. Hennessy is a drink I know mainly from rap lyrics. Something tells me the brief for this campaign could have been summed up in six words: “Get white people to drink Hennessy.”

* * * *

Who created this ad?

Agency: Droga5, NY, USA
Creative Chairman: David Droga
Executive Creative Directors: Ted Royer and Nik Studzinski
Creative Directors: Maja Fernqvist and Joakim Saul
Copywriter: Feliks Richter
Art Director: Alexander Nowak

Read more credits and see more ads at Ads of the World and Campaign.

Who signed off on it?

Rodney Williams, Hennessy USA’s SVP of marketing.

— By Daryl Lang. Filed under Advertising, Copywriting

One comment

  1. I saw the billboard and thought the exact same thing. I finally had the chance to look more into it and your blog did it for me I no longer have any questions. Thank you!!

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