December 12th, 2013
A Message That Tries to Blend
By Stuart Elliott
As Madison Avenue continues debating the pros and cons of a hot trend in marketing known as native advertising — digital pitches styled to look like the editorial content of the publications in which they run — Vanity Fair magazine is voting “aye” by bringing out its first such effort, for Hennessy Cognac, that is to begin Friday on vanityfair.com.
The Vanity Fair effort, which is to last six weeks, is in conjunction with a traditional ad campaign for Hennessy created by the Droga5 agency in New York that began early last year. The native ads on vanityfair.com will offer additional information about the campaign, which carries the theme “Never stop. Never settle” and asks, “What is your wild rabbit?” — an animal personifying a pursuit for success and achievement.