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28-APR-2025 | Ad from the famous Chivas Regal campaign by Neil French

Author

Dan Bogachek
April 28, 2025

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 flip open the laptop.

Or… what if:

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, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

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

Ad from the famous Chivas Regal campaign by Neil French

If you’re serving Chivas Regal at a party, better pour your own glass first.

And you’d better be quick about it.

Because guests have a way of homing in on Chivas Regal very swiftly.

First you see it, then you don’t.

Which leads us to this conclusion:

Although a lot of Scotches are bigger sellers than Chivas Regal is, maybe they aren’t as popular.

They just cost two dollars less.

Those two dollars seem to be quite a stumbling block. And that’s a shame, because once somebody stumbles over it, he turns into a whole new kind of Scotch-drinker. Well he may. Chivas Regal is 12 years old.

Prize whiskies from the Glenlivet region of the Highlands go into it.

Why not mention all this to your guests?

So when you visit them, there may be some Chivas waiting. 🏁

Almost half the ad is spent on addressing a key objection: “it’s too expensive.” But interestingly, they don’t really explain the price. They’re firm on it.

In fact, they flip the script back on you — they show pity. “The price is what it is, and sadly it’s the person’s loss that they can’t see past this reasonable concession. Because what we see is that once they do, then they get it.”

The breakdown:

Social proof → Us vs Them → Two dollars objection handling → Identity: “a whole new kind of Scotch-drinker” → The standards this new Scotch-drinker aspires to → Soft call to action: “tell your friends.”