As the official spirit of the NBA, Hennessy is commemorating its new sports alliance and adding to the excitement of NBA All-Star this week with new creative voiced over by brand partner and music legend, Nas.
The Cognac celebrates those who push the game forward and raises a glass to a game that’s forever expanding with its new TVC, 'Lines'.
The spot from Droga5 premieres on the NBA on TNT and will air through the All-Star weekend across broadcast, digital and social platforms.
Like any sport, basketball has boundaries — lines that are set to contain the action. But unlike other sports leagues, the NBA influences all corners of society. It grows and spreads and impacts culture in ways no one can anticipate. NBA players run record labels. They’ve become fashion icons. They take aim at transforming the education system. They simply won’t settle for being “just an athlete.” As The Spirit of the NBA, Hennessy celebrates those who push the game forward and raises a glass to a game that’s forever expanding.