Chivas Regal Breaks the Mould with Innovative Short Films

Chivas Regal, the world’s first luxury Scotch whisky, has teamed up with Academy Award® winning short filmmaker, Joachim Back, to create two beautifully shot and engaging short films, as part of its latest consumer campaign designed to connect with discerning modern gentlemen.

The films depict a group of sophisticated male friends in their early 30s enjoying quality time together over a glass of Chivas Regal in a bar setting, while reminiscing over legendary moments from their shared past that truly affirmed their friendship. Their memories are brought to life for viewers with stunning backdrop visuals and entertaining, comical scenes.

Trailers of the films, entitled Here’s to Big Bear and Here’s to Twinkle, have been created in both 30 and 60-second executions to be aired as TV commercials in Brazil and Mexico from late-October. The trailers will direct consumers online to Chivas.com, where the full versions can be viewed. Print advertising in key consumer titles in each market will use QR codes to drive consumers to the films online.

To support the launch, a campaign on Chivas.com, will encourage consumers to recall and share their own friendship-affirming memories. Using state-of-the-art technology, consumers can upload their story onto the site, adding pictures and setting it to their chosen song. Users can ‘tag’ their Facebook friends into the storyboard, which will then appear on their Facebook pages.

James Slack, Global Brand Director for Chivas Regal, says: “With this hugely innovative project, we have moved away from a traditional TV commercial and created a platform that will appeal to modern, discerning consumers who enjoy film and popular culture.

“These films, which celebrate true friendship, will further strengthen the emotional connection between Chivas Regal and our contemporary consumers, appealing to our current drinkers but also attracting new consumers to the brand.”

In line with Chivas Regal’s ongoing Live with Chivalry campaign, which launched in 2008, the films feature men who embody the masculine values that the brand embraces such as loyalty, brotherhood, honour and a sense of passion and luxury.

Notes

The new short films can be viewed at www.Chivas.com from 31 October 2011

Chivas Regal is a truly global brand, selling 4.6 million 9L cases annually in more than 150 countries across Europe, Asia Pacific and Americas. The Chivas Regal range is the epitome of style, substance and exclusivity and includes Chivas Regal 12, 18 and 25 Year Old.