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Chivas Regal 'Live with Chivalry'

Agency: Euro RSCG

Client: Chivas Regal

Chivas Regal spent £42m on its lastest global integrated push for the up-market tipple.

The whiskey brand say the advert's strapline ‘Live with Chivalry’ is a reaction against an age of individualism and over reliance on materialism, and celebrates the concepts of masculine brotherhood, honour, class and sophistication.

This 60-second TV spot shows pretty posh boys act like the gents that they are, giving people a hand up of the ground, carrying their girlfriend Ffion over a muddy puddle and pushing Rupert's classic car off the gounds of a country house.

The campaign is launching across over 20 countries including China, Mexico, India and Greece and will feature 30-second, 60-second TV ads, eight print creatives and outdoor executions targetting 28-40 year old men.

Sophie Gallois, brand director for Chivas Regal, says the campaign's "Live with Chivalry" tag will reinforce "the exuberant and luxurious essence of the brand around the world."

"Chivas Regal is a drink of honour, integrity and passion originally created by the two Chivas Brothers to be shared. The campaign has researched extremely well around the world”.

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