Moet Hennessy is rolling out a new brand platform for its Hennessy V.S.O.P. cognac, with the tagline "More is made by the many," starting with a new spot showing people from all walks of life seated at a gigantic table together.

In the spot, by Droga5, the camera pans along in a seamless, one-take move, as we see a diverse selection people engaged in all kinds of different activities, from Ikebana flower arranging to Vogue-ing. The narrator invites us to "take a seat" and to "come as you are...leave as more." The spot was directed by Sportscar via production company Florence.

The campaign is an expansion of Hennessy’s “Never stop. Never settle” brand platform that includes the "Wild Rabbit" campaign for Hennessy's VS flagship cognac, which has focused on inspiring characters including Black chess grand master Maurice Ashley. 

The new positioning for V.S.O.P is separate and reflects the idea that while Hennessy V.S. is for "those on the rise," Hennessy V.S.O.P is for "those who have already risen." Hennessy aims to develop a clear point of view for the more aged cognac and explore the cultural conversations that could happen around the bottle. Meanwhile, the "Wild Rabbit" campaign will continue with new stories.