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2-AUG-2024 | Chivas’ “I didn’t know you were a Chivas drinker” Ad

Author

Dan Bogachek
August 02, 2024

Chivas’ “I didn’t know you were a Chivas drinker” Ad

Most likely penned by Neil French.

“I didn’t know you were a Chivas drinker.”

Ask him, and he’ll tell you he’s a Scotch drinker.
Put out that bottle, and right before your eyes, he turns into a Chivas drinker.
It’s amazing how many people are Scotch people in their house and Chivas people in yours.
Fight the good fight.
One day you’ll be at his house and it’ll turn out he’s become a consistent Chivas man, like you.
Take your bow. You deserve it. Take his Chivas.
You deserve that, too.

  • Written in “you” language.

  • The big ideas: vindication and taste. Done in humor, but nevertheless, the copy sympathizes with you.

  • Interesting psychology hack: the imaginative assumptive “close”. Even if you don’t currently drink Chivas, the ad puts you into a reality where you regularly enjoy it and share with friends. The visualization and context alone start planting seeds.

  • Great repetition in the punchline. Take, take. Deserve, deserve.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].