Nas is an artist who has continually pushed the limits and boundaries throughout his career, which makes his partnership with Hennessy a perfect match. Now, in the fourth year of their partnership, both Hennessy and Nas are looking to take things to the next level with their The Piccards campaign which is set to officially launch online and on TV this month.
For the new campaign, Nas supplied his voice for the commercials, which tells the story of the legendary Piccard family, who have pushed the limits of possibilities for generations. In 1931, Auguste Piccard was the first man to reach the edge of space, completing the feat in a pressurized capsule and balloon to reach the stratosphere. Over three decades later, his son, Jacques, went the other way and became the first man to reach the furthest depth of the ocean.
To Nas, the campaign and the story of the Piccard family is inspiring and encouraging him going forward in his career. “The message behind the campaign is all about pushing the limits of one’s potential and breaking down barriers. Never stop. Never settle,” Nas told Complex in an exclusive interview. “I believe in this message. I push my own limits every day, every moment—in the studio, on the stage and beyond so it’s truly a genuine fit.”
With Nas pushing forward with his Mass Appeal label and new music of his own, the new campaign with Hennessy couldn’t have come at a better time for his career. “I believe in Hennessy as a brand and I believe in myself,” he said. “Once I learned about the inspirational message of pushing the limits of potential behind the Wild Rabbit campaign, I knew it would stick with people from any background.”
And even though it’s been four years since Nas last released an album, he’s not rushing the process. “I’m letting the music dictate [the direction]. Words can’t explain that,” Nas said of his next album. “It’s going to be a fun Nas album.” As the wait for a new album from Nas continues, he’s still given fans music to hold them over, notably a remix of Future’s hit “March Madness.” While the remix came as a surprise to most, Nas saw a special connection to the track from the beginning. “My business partner Anthony Saleh works with Future and I’ve been a big fan for a while,” he revealed. “He speaks to things I used to see growing up in Queensbridge. This song specifically has something for everyone to relate to.” So as Nas continues to work towards his next project, he’s hand in hand with Hennessy on the journey, pushing the limits.
You can check out the teaser for the new Piccard campaign below, and stay tuned for the full rollout to come later this month.