TBWA/Chiat/Day's new campaign for Seagram's Chivas Regal is as cheeky and laid back as former ads, but puts a greater emphasis on visuals.
The New York shop created four TV spots and tapped Nadav Kander (Nike, Glenlivet) to shoot print and outdoor. Radio is on the way. The ads' new tag: "When you know."
The black-and-white TV ads show images such as a well-dressed man swinging a golf club indoors or a businessman on a skateboard. Directed by Rocky Morton (Taco Bell, Fox Sports), the spots have vocals by singer Diana Krall.
Comparing the new ads to the old, agency executive creative director David Page said: "This basically put some more meat on the bone." Of the tagline, Seagram chief marketing officer Joe Tripodi said, "It's really limitless where you can take this."
The global effort's spending was not disclosed, but Tripodi said it would be significantly higher than before. In the U.S. last year, Seagram spent $5.6 million on Chivas Regal, per Competitive Media Reporting.