Pacquiao stars in electric Hennessy commercial
Manny Pacquiao appears in a TV commercial for Hennessy's latest "Wild Rabbit" campaign.

Screenshot of Manny Pacquiao from his newest Hennessy commercial. April 5, 2012.

MANILA, Philippines — Manny Pacquiao is on American television yet again — this time as the star of a Hennessy commercial.

The 8-division world boxing champion is part of Hennessy’s “Wild Rabbit” campaign, that celebrates “new and greater levels of greatness.” The “wild rabbit” that the liquor company is encouraging consumers to follow, is a person’s ultimate dream of success.

The dynamic commercial shows flashes of the Philippines and Pacquiao’s poverty-stricken circumstances growing up. It captures the boxer’s rise to stardom and success from difficult beginnings.

Hennessy tapped musician Erykah Badu, director Martin Scorsese and Pacquiao as the new faces of the campaign.

The perfect symbol

The commercial quotes the Sarangani congressman on what he considers his “wild rabbit” — fighting the fights that really matter. It then closes with Hennessy’s tagline: Never Stop. Never Settle.

Lucia McKelvey, executive vice president at Top Rank Boxing and Pacquiao’s deal agent explained why the Filipino was picked to star in the commercial.

“At the genesis of this deal, they wanted to come out and to find the perfect brand ambassador for their company’s campaign that was all about never stopping and never settling. They wanted that athlete who did a lot more than just excelled in his sports field.” McKelvey said, as reported by Ring Magazine. “They wanted an athlete who did a million other things, and obviously, Manny Pacquiao’s that guy.”

She also said Pacquiao’s rags to riches story identified well with the brand of Hennessy “which has grown, and grown, and grown and never wants to stop growing.”

The Ring added that in Los Angeles, “interactive videos of Pacquiao and Badu were projected onto the sides of buildings at the iconic Hollywood and Vine intersection, while drinks inspired by each celebrity were offered.”

New York is expected to experience the same promotional offerings on April 5.

The advert explodes right after Pacquiao had just decried the tax case filed against him by the Bureau of Internal Revenue, claiming that the case has cost him millions of dollars from advertisements lost.

His lawyers however, declined to name what brands have withdrawn Pacquiao’s contracts.

The ad also ironically comes out the same week rumours circulate that Pacquiao has been demoted from the top of the pound-per-pound list by undefeated Amercian boxer Floyd Mayweather Jr., after sitting there comfortably for 3 years. –

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