Chivas Regal Live With Chivalry TV Spot, created by Euro RSCG is the Chivas Regal brands latest commercial. Chivas wants to position itself it seems with a more mature market. Steve Hall of AdGabber made a very good observation about the Chivas spot, saying “It’s clear the commercial is mining the human condition, its optimism and the fairy tale life we all wish we could live. In some ways, the commercial succeeds but, while its difficult to put a finger on it, something’s missing. Something’s off.”
Steve went on to say “The spot opens on a man trudging his way to work on a cloudy day in a sea of lemming-like people. He’s clearly questioning his purpose in life as as he voice over intones, “Millions of people. Everyone out for themselves. Can this really be the only way? No.” And with that, the man turns and goes his own way.”
The spot then toasts life with words and phrases such as gallantry, doing the right thing, giving a damn, straight talk, freedom, true meaning of wealth, the brave and “a code of behavior that sets certain men apart from all others.”

I like the spot, considering the times we live in right now aren’t we all questioning something? The Chivas commercial ends with Here’s to us, Live with Chivalry.

Your thoughts….