Schieffelin & Somerset Co. reaches out to Chinese-Americans in a holiday ad for Hennessy X.O cognac. The ad created by Admerasia, New York, is running in Chinese-language daily newspapers in major U.S. markets. Copy uses a play on words -- when the English letters X and O are spoken together, as "exo," they sound like the Chinese expression for premium quality. The headline reads: "Hennessy X.O, the premium X.O gift for any festival." Copywriter: Tuan PuWang. Art director: Kapo Cheung.