PACQUIAO?S HENNESSY COMMERCIAL GETS GREAT REVIEWS
By Ronnie Nathanielsz
PhilBoxing.com
Sun, 08 Apr 2012
Eight division world boxing champion and ?Fighter of the Decade? Manny Pacquiao?s latest commercial for Hennessy Brandy has received great reviews according to his adviser Michael Koncz.
Koncz who attended the launch last Thursday in New York told the Manila Standard there were a lot of people at the launch and that Pacquiao?s commercial is ?fabulous? and its ?getting a lot of great reviews.?
He said ?the commercial is running at Times Square where Hennessy rented the entire television on all three sides which has never been done before and they have a huge billboard of Manny on Times Square too.?
Koncz said the so-called ?Wild Rabbit? campaign is all about ?chasing the rabbit, chasing your dreams, don?t give up.?
The Hennessy commercial which was shot in the Philippines is a campaign that seeks to celebrate new and greater levels of greatness and Pacquiao?s touching rags to riches story is a perfect fit.
Koncz said Hennessy is also placing the commercial on prime time television which the company hasn?t done for many years.
He said ?they are going all out on this. They never really advertised on TV the last seven years because they are the No.1 seller of cognac throughout the world but now they have decided they are going to push it with Manny.?
The commercial was aired during the NBA Games.
Koncz said that ?hopefully we are going to expand this contract not only with Hennessy but Louis Vuiton who owns Hennessy. A lot of good things are coming about.?
Ring reported that at the Los Angeles launch. Interactive videos of Pavcquiao and musician Erykah Badu were projected into the sides of buildings at the iconic Hollywood and Vine intersection while drinks inspired by each celebrity were served. A similar installation was staged in New York last April 5.
Ring quoted Pacquiao?s deal agent and executive vice president at Top Rank Boxing Lucia McKelvey saying ?At the genesis of this deal, they wanted to come out and to find the perfect brand ambassador for their company?s campaign that was all about never stopping and never settling. They wanted that athlete who did a lot more than just excelled in his sports field. They wanted an athlete who did a million other things and obviously, Manny Pacquiao?s that guy.?
McKelvey noted that Manny Pacquiao ?has gone from rags to riches, to through his boxing career, to being a congressaman and arguably his country?s future president. He identified well with the brand of Hennessy which has grown, and grown and grown and never wants to stop growing. In tandem, they?ve held hands and they?re growing together. Chasing a wild rabbit is about chasing your dreams and never stopping and never settling.?
Hennessy company vice president Rodney Williams was quoted saying that the campaign ?redefines what it means to be a luxury brand.
The video portrays Pacquiao?s rise from being a poor youth in the streets of the Philippines to becoming an eight division world boxing champion and a congressman in his native Sarangani province and effectively defines the ?wild rabbit? that consumers are encouraged to follow represents an individual?s ultimate dream of success.
Click here to view a list of other articles written by Ronnie Nathanielsz.
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