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LVMH's US drinks unit has released the latest instalment of its Wild Rabbit advertising campaign for Hennessy Cognac. 

'The Piccards' features the story of a family of explorers and includes the tagline: Never stop. Never settle. It is the fourth part of the Wild Rabbit activation, which started in 2012. The 30-second film is narrated by US rapper Nas. 

"The Piccards boast a rich family history of pioneering spirit, a narrative that parallels our own legacy," said Giles Woodyer, senior VP for Hennessy US. "It's this spirit of chasing one's Wild Rabbit that really resonates with people and we're excited to continue the campaign's momentum by sharing the inspiring journey of these extraordinary men."

The campaign features TV, mobile and desktop activations. It starting airing late last week. Financial details have not been disclosed. 

Earlier this month, LVMH's CEO gave the first official confirmation of a Chinese New Year rebound for Cognac, revealing at least mid-single digit growth during the critical selling period.


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