Hennessy has dropped the moving new ad featuring Nas and his track "Dear Destiny." The two-minute commercial features the 47-year-old emcee writing a letter to his daughter, Destiny Jones.
In the clip, Nas is sitting down at a dining room table, puts down his Hennessy and picks up a pen to write his letter. The words serve as the rapper's narration; a note he's writing to his child.
"Autonomous Black folks living this good. They took the city by force. And burned it straight to the ground,” Nas says. “A hundred years later, a hundred years strong. Destiny, you knew a spirit that powerful could never be held down. Black excellence lives on and those spirits, they never stop, they never settle."
Destiny shows up in a makeup boutique, and eventually joins her famous Dad at the table. Destiny launched her lipstick company, Lipmatic, back in 2014.
The ad is part of Hennessy's "Never Stop Never Settle" campaign. Hennessy partnered with the media agency Marcus Graham Project to create the “Never Stop Never Settle Society,” which begins accepting applications on April 6. According to UPTOWN, "The 'Never Stop Never Settle Society' will be a comprehensive growth accelerator. Some member ventures that have the “potential to reshape the world through social impact” will be administered lump sums of $50,000. In addition, members will have access to The Gathering Spot Connect, a Black-owned digital center where they can take advantage of networking and education, and some members will receive business development resources."
The video debuted at the 58th Annual NAACP Image Awards.