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In a slice of musical serendipity, the 50th anniversary of hip-hop comes just a month before rap icon Nas’ 50th birthday. Cognac brand Hennessy brings that fusion to life as it continues its longtime partnership with the Grammy-winning rapper.
The campaign features a minute-long video in which Nas, who will celebrate his birthday in September, pens a love letter to the genre that he helped define: “I was born a month after you. Before I knew what to call you…I felt you.”
Photographer Renell Medrano shot the ad. The New York City boroughs of Queens and the Bronx are represented throughout the film since they have personal significance to the creators as well as hip-hop itself. Medrano was raised in the Bronx, the birthplace of hip-hop, while Nas is from Queens, another important place in the genre’s history.
The campaign also features a limited-edition bottle co-created by Nas and emblazoned with the first redesign of Hennessy’s logo.
The bottle, featured prominently in the spot, includes an image of the rapper’s face and callbacks to his classic album covers, the culture’s graffiti roots and the legendary Queensbridge projects where he and several notable pioneers got their start.
“It means a lot to me to celebrate this legendary moment in hip-hop history with Hennessy, a brand that has supported me for over 10 years,” Nas said in a statement. “Hennessy is part of our culture and continues to inspire generations of hip-hop fans.”
The brand hosted activations across the country in 14 markets Aug. 11 to commemorate hip-hop’s official birthday.
“We believe hip-hop means something different to each country, state, city and neighborhood,” Jasmin Allen, svp of Hennessy, told Adweek. “’Rep Yours’ is about paying homage to the innovators who came before and the artists who are up next—celebrating hip-hop’s 50th birthday while also pushing the limits for the next 50 years.”
Earlier this summer, Hennessy hosted an exclusive event at New York’s Hall des Lumieres, where guests were treated to a multi-sensory experience with specialty cocktails, chicken and waffle appetizers (a nod to soul-food restaurant chain Sweet Chick, which Nas co-owns), and a digital show about the history of the genre. Nas also performed live, and his new album dropped at midnight during the event.
