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  • 14-SEP-2024 | Chivas’ “Doesn’t mean he has none” Ad

14-SEP-2024 | Chivas’ “Doesn’t mean he has none” Ad

Author

Dan Bogachek
September 14, 2024

Chivas’ “Doesn’t mean he has none” Ad

Another one from Neil French’s famous Chivas campaign.

If your host doesn’t serve Chivas Regal, it doesn’t mean he has none.

There are misers among us.

Men whose love of dear friends and fine Scotch is not so great as their passion for pennies.

The mere fact that Chivas Regal costs more than other whiskies puts them off serving it.

So they hide it in some dark corner, there to languish in all its 12-years-aged glory, never to grace a thirsty throat with the misted sunshine of the Strathisla-Glenlivet vales.

And only to save a paltry $2.

Pity. But what’s to do? We wouldn’t stoop to embarrassing a host. Mean, petty, miser though he be.

So be gracious.

Smile bravely and toss down whatever he serves you. 🏁 

  • The psychology: commiseration & empathy for the reader points to the underlying key idea — “unfortunately, people hoard Chivas Regal away for themselves, because it’s so good.”

  • Talks directly to you, the reader.

  • Complete ideas, not complete sentences. Note the change from flowing to choppy as the copy transitions from illustrating to making its final points.

  • Grade 3 on the Hemingway App.

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].