Moët Hennessy has launched a new US TV ad for its Hennessy VS Cognac brand, featuring the rapper Nas.

The 30-second spot, entitled 'The Ride', sees the musician walking through carriages on the New York subway system while he talks about how he gets inspiration. The pay-off line is: 'Hennessy: never stop, never settle”.

The ad is the latest in a series called 'Wild Rabbit', with the message of “pushing the limits of one's potential”, the company said. Nas has been involved with the Wild Rabbit campaign since early last year, according to reports.

The ad is airing on US cable channels and online from this week. A digital extension of the campaign will also feature on Hennessy.com.

In half-year results, Moët Hennessy reported a 15% drop in profits after a 7% slip in sales