6(ish)-JUL-2023 | Chivas Regal’s “What Idiot” Ad

Dan Bogachek
July 07, 2023

My dear copy-hero,

I’m sorry.

I had a busy day, and then lost track of the time in my evening woodworking.

Naughty, knotty.

Still daily if you average it out.

Chivas Regal’s “What Idiot” Ad

Note:

1) As soon as you see it, “What idiot” shoots right into your lizard brain. It's a fantastic hook.

2) You can hear the voice.

3) It’s self-aware in a way that’s vulnerable, yet confident.

4) A wink and a nod: “Everything changes, but some things just stay the same.”

What idiot changed the Chivas Regal bottle again?

The same one who did it before.

What’s he done this time?

He’s replaced the cork with a screw-top.

Oh. What did he do last time?

Changed the bottle from green to clear.

Well, that’s a good move. Maybe he’s right this time, too. It’s easier to open.

I kind of liked the cork, though. I know it didn’t do any good, but I liked it.

Is it worth making a fuss about?

I guess not, as long as the whisky’s made with the same wonderful 12-year-old Strathisla-Glenlivet.

He isn’t going to change that?

Are you kidding? What kind of idiot do you think he is?