Hennessy is officially welcoming global artist (and Jennifer Aniston’s co-star in the upcoming Marry Me movie) Maluma to its family with the launch of two new ads, bringing to life the spirit of the brand’s “Never stop. Never settle.” mantra for Latinx audiences.
The new 30-second spots, created by Laundry Service, champion and celebrate cultural diversity through family, style and of course, music. The creative is built on the idea that when minds from different communities, creative disciplines and subcultures come together, the rhythm of culture beats new ideas. By mixing styles from across the globe, Maluma and Hennessy are putting their own spin on a rhythm that keeps moving into the future.
In Episode 1: Welcome to the family, which launched over the weekend, Maluma celebrates his Latin culture and the importance of friends and family over a meal alongside the people who matter most to him.
Episode 2: To a True Original, launching today, highlights Maluma’s unique and vibrant style away from everyday trends, and how it largely influences his music that people of all cultures, languages and nations can feel connected to.
The work is running on the brand’s social channels.
Hennessy has a long history of celebrating cultural icons, and embracing the music industry has always been part of Hennessy’s DNA. This new integrated partnership with Maluma is rooted in shared themes of family, originality and dedication to craft. It features support for Maluma’s 11:11 U.S. tour, cross-channel promotions and a special, limited edition collectors’ sunglasses designed by Bristol Studios - all intended to inspire others to “Never stop. Never settle.”
The campaign also features a Maluma inspired cocktail called The 11:11, honoring and encouraging Latinx individuals across the globe to raise a glass.
AGENCY: LAUNDRY SERVICE
Head of Laundry Service and Cycle: Jordan Fox
Executive Creative Director: Danny Nunez
Creative Director: Brad Jones
Copywriter: Brandon Greenbaum
Senior Art Director: Olivia Reid Cooper
Senior Video Creative: Kristina Litvin
Designer: Katrina Lee
VP, Client Services: Randi White
Account Director: Ashley Brereton
Senior Strategist: Kyle Studstill
Social Media Manager: Abel Rodriquez
VP, Production: Bob Brown
Supervising Producer: Negar Shekarchi
Producer: Stefano Pennisi
Producer: Matthew Hause
Line Producer: Kathleen Bailey
Line Producer: Kate Balandina
Production Manager: Andrew Benedict
Production Manager: Shannon Waldon
Post Supervisor: Bob Maurer
Editor(s): Ryan Moloney, Davey Cooperwasser + Dylan Padilla