By Maurice Bobb

Take one look at Ludacris in his new commercial for Conjure Cognac and it’s evident that the Grammy Award-winning MC is having entirely too much fun poppin’ bottles and kickin’ back with copious model chicks to engage in rap beefs. In the 44-second spot entitled “Celebrating Conjure,” the rapper/actor/pitchman born Chris Bridges, who will be featured in the upcoming movie, “Fast and Furious 6,” is raising a brandy-filled glass to toast to the good times.

“This commercial captures the essence of what Conjure is all about: lifestyle, sophistication and an overall sense of euphoria,” Luda told RapFix. “I’m excited about Conjure Cognac’s tremendous success. As an entrepreneur, I have always taken an active role in growing and developing brands, transforming consumer perception using my own style. I’m doing the same with Conjure. Our motto is "Imagine the Possibilities" which means there is no limit to the products versatility. We are focused on pushing the limits of what traditional cognac brands are currently doing in the market. We will keep evolving.”

This is the commercial directorial debut for seasoned actor Larenz Tate (“Menace II Society,” “Love Jones”), who, after recently helping out with this year’s LudaDay Weekend in Atlanta, was eager to work with his longtime pal Ludacris on an official project.

"It was a pleasure working with my good friend Chris Bridges on the Conjure commercial,” Tate told RapFix. “It feels good to work alongside people you respect and trust. Chris and I have waited a long time to work together again since our days on the critically acclaimed film, “Crash.” I had no idea our next project would land me behind the camera directing Chris in a commercial for his own Cognac brand. But it comes as no surprise that Chris is taking major steps in broadening his business brand as an up and coming mogul. As a director, I want my vision to reach a mass variety of people. In this commercial, I felt it was important to create a lifestyle that anyone would want to be a part of; a lifestyle that represents a diverse, classy group of people enjoying themselves to the fullest.”

“It was important to highlight the various ways Conjure can be mixed in a way that was appealing to consumers. I also had the pleasure of working alongside my producing partners Lahmard and LaRon Tate, who did an amazing job. I hope my vision as a director gives the world a glimpse of the new level that Ludacris is taking his cognac brand."

A highly unique blend of both young and old cognacs, Conjure Cognac is handcrafted by Ludacris and is made from the uni blanc grape from blends that represent a variety of Cognac regions, including Grande Champagne, Petite Champagne and Borderie.