Even before Mad Men became so popular, advertising was always fascinating. Embedded in a glossy print ad or an imaginative television or radio ad is a commentary about us, our hidden aspirations and how we see ourselves.
One such ad has caught my attention. Chivas Regal has a new worldwide campaign to promote its scotch whiskies. The ad is aptly called “The Movement, Living with Chivalry.” It is beautifully filmed and supported by haunting, inspirational music from The Cinematic Orchestra: “How to Build a Home.”
Ads cannot convey the aroma, taste or quality of an alcoholic beverage, so Chivas had to create an image. The viewer must believe that the beverage is part of an exclusive lifestyle. Chivas brands its new campaign a “movement,” a return to chivalry. Part of the genius is the play on the words “Chivas” and “chivalry.”
Chivalry is defined as the medieval institution of knighthood which emphasizes individual training to hone skills and give service to others. Chivalrous virtues are honor, loyalty and courtly love. Let’s look at Chivas’ idea of modern chivalry from its Live with Chivalry website:
Here’s to doing things the right way.
To giving a damn about others.
Here’s to giving your word… and keeping it.
Here’s to honour,
And it’s simple extension… the handshake.
Here’s to style, exuberance and charisma.
Here’s to gallantry… long may it live.
To the man rich… in experience.
Here’s to chasing wealth… in all its forms,
And here’s to sharing it.
Here’s to straight talking or, as it used to be known… honesty.
Here’s to having some front… and watching someone’s back.
Here’s to knowing that life’s real luxuries are time and friendships.
Here’s to optimism and leaps of faith.
And while we’re at it… here’s to freedom.
And having the audacity to go out and get it.
Here’s to knowing that you are not alone.
That together we’re better, stronger, smarter.
Here’s to the brave and the enlightened.
To a shared way of behaving that sets certain men apart from all others.
Here’s to those who Live with Chivalry… here’s to us!
“The Movement” video-mercial starts with a well dressed young man in a tailored conservative business suit walking in a financial district of a large un-named city amidst a crowd of faceless business people. Passersby jostle the actor; he looks dejected. Then a voiceover: “Millions of people…everyone out for themselves. Can this be the only way? No.”
The background music intensifies. “Here’s to honor and gallantry, long may it live…” highlights scenes of men in formal wear with their hands together in the center of a circle and an attractive formally dressed young man carrying a pretty young woman (damsel in distress?) on his back across a rain soaked field. “Here’s to doing the right thing and those who give a damn” shows us men in formal wear in unison pushing a friend’s stuck Mercedes (what? No Honda in this ad?) out of the mud. “Here’s to the straight talkers who give their word and mean it” accompanies scenes of older, gray haired elders in suits looking like they just sealed a deal. “Here’s to freedom and the true meaning of wealth and men who keep their word” shows men about to sky dive and signaling each other, followed by other young men on horseback riding along the seashore. “Here’s to the brave among us” accompanies sooty fire fighters near an extinguished blaze. “Here’s to a code of behavior that sets certain men apart from others” (what else?) lauds a triumphant sports team clasping a trophy and celebrating by jumping into the water. Finally, “here’s to us” shows us another formally attired young knight entering a ballroom with his similarly attired friends and handsome proud parents. And Bingo! They all raise a crystal tumbler and enjoy a Chivas.
What is the Ad Saying?
It is no accident that the commercial starts out in the financial district of London or New York. The pushy, faceless automatons bumping into our hero are not random. The scene symbolizes all that is wrong with our financial era, with faceless, greedy, well dressed, smooth talking bankers dehumanized by the mercantile process. A sense of honor and acting for the common good are absent in the canyons of finance.
Chivas has imagined an alternative world: the medieval code of knighthood brought into the bright light of good looking youthful privilege and adventure. Alexander Dumas in literature and Hollywood in movies gave us the chivalry of the Musketeers: one for all and all for one; this ad simply updates the context. Knights are gallant, rescuing damsels in distress. Young men have a code of honor; their word can be trusted and they confront real danger, not the faux combat of an electronic trading floor. Plus, these modern knights are not afraid to get their hands dirty while doing the right thing. They clean up well, put their tuxedos back on, and get the girl. Bottom line: they earn their Chivas.
The Knights of Today and Tomorrow?
Thank goodness there are still people of honor who walk the earth. Given the behavior of our politicians, business and financial leaders, we can only hope there is a cadre of good men and women somewhere who can lead us forward.
It is ironic and disturbing that a whisky company needs to clarify these values for us. As in the ad, I wish we could rely on people’s personal honor and need only a handshake to seal a deal. In addition, I wish that we could say not only “drink responsibly” but also “lend or govern responsibly.”
I would be the first to raise my crystal tumbler to these honorable lads and their exploits. However, as I mentioned in previous blogs, I would be toasting with Lagavulin.
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