CHARLES DANCE TAKES CENTRE STAGE IN CHIVAS REGAL’S LATEST CAMPAIGN

Chivas Regal, the world’s original luxury whisky, is launching ‘Barman’, the latest instalment of its long-running ‘Live with Chivalry’ advertising campaign. The ad features legendary British actor Charles Dance, of Game of Thrones fame, and award-winning Danish director, Adam Hashemi, whose debut feature film starring Cameron Diaz and Benecio del Toro premiers in 2014.

With Dance playing the role of a charismatic barman, director Hashemi takes the audience on a journey through some of the most iconic cocktail eras. The ad showcases the timeless nature of Chivas and the prevelance of the enduring values of generosity and integrity to the modern gentlemen, no matter what the era.

The TV and cinema ads feature The Kills track DNA and are part of a fully integrated campaign which will launch in markets around the world from the 1^st October 2013.

A new web app (www.chivas.com/honour), Made in Your Honour, has also been developed to complement the advertising. The app lets users show their own generosity of spirit by honouring a friend with a barman’s ultimate tribute; a Chivas drink created in their name. The personalised video featuring the unique drink and recipe based on their friend’s characteristics will be sharable through Facebook and Twitter.

Richard Black, Global Brand Director for Chivas Regal, says: “Since its 2008 launch, the Live with Chivalry campaign has been incredibly effective in helping Chivas to connect with modern gentlemen around the world. We believe that this latest instalment gives a deeper meaning to what it takes to Live with Chivalry, demonstrating that modern gentlemen show their generosity of spirit.” 

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About Chivas Regal

Chivas Regal is a truly global brand, selling 4.9 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 12, Chivas 18, Chivas Regal 25 Year Old and Chivas Brothers’ Blend.

About Chivas Brothers

Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits.  Chivas Brothers is the global leader in luxury Scotch whisky and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater gin, The Glenlivet, Royal Salute, Aberlour, Plymouth gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.

In July 2010 Chivas Brothers launched The Age Matters campaign to help consumers understand the importance of Scotch whisky age statements.

For further information please visit www.chivasbrothers.com