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30-MAR-2025 | Chivas Regal’s “When” Ad by Neil French

Author

Dan Bogachek
March 30, 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].

Chivas Regal’s “When” Ad by Neil French

“When.”

When you’re pouring Chivas Regal, it’s unwise to let your guests draw the line.

So often they seem to find thmeselves with a mouthful of peanuts.

Or they decide to lose their voice.

The only consolation is that while they’re drinking your Chivas, they’re developing a taste for the 12 year old Glenlivet whiskies we blend.

(They’re at least twice as old and smooth as most.)

So you shouldn’t have long to wait before they buy themselves a bottle of Chivas.

And give you the chance to lose your own voice. 🏁 

In crude terms, this is in the realm of what I call “put up a sign, then step away and point to it.”

The main idea is the sign. The story points to it.
The story is simply evidence that the sign is, in fact, correct.

The idea: “Chivas is good whiskey.”
The story: “Your friends greedily keep their mouths shut when you’re pouring Chivas so they can drink more of it. But good news is you can do it right back to them.”