TBWA Chiat/Day is seeking to revamp the image of Chivas Regal scotch whiskey with a new campaign that associates the brand with images of people and places that exemplify "it."
"People who have 'it,' know 'it,'" said a cryptic Bob Dubin, who manages scotch brands at Seagram Americas, New York.
The New York shop's campaign seeks to put a new spin on an old tagline: "You either have it or you don't."
In the first print ad, the man with "it" is Napoleon Bonaparte, the historic French military leader.
Napoleon appears as just a shadow of his former self. An X-ray image (shown here) reveals that his famous hidden hand conceals, of course, a bottle of Chivas Regal.
The ad, the first of five, breaks in Rolling Stone and New York next month. A type-driven alternative with the line, "How much of it constitutes a wee dram?" is planned for subways.