Chivalry lives!

A print ad for Chivas Regal scotch got my attention in the Wall St. Journal recently. It’s part of a campaign called “Lives with Chivalry.” The risks of hard liquor aside, let’s look at how this effort to sell upscale booze exploits the virtue of chivalry.

The marketing blog utalkmarketing.com writes:
‘Live with Chivalry’ is a reaction against an age of individualism and over-reliance on materialism, and celebrates the concepts of masculine brotherhood, honour, class and sophistication. This 60-second TV spot shows pretty posh boys act like the gents that they are, giving people a hand up off the ground, carrying their girlfriend over a muddy puddle and pushing Rupert’s classic car (out of the mud).

Andrew Pentol reports at the travel-retail blog dfnionline.com :
“An independent international lifestyle consumer survey of 3000 respondents in 17 countries, carried out by leading research company BrainJuicer in August 2008 on behalf of Chivas Regal, revealed that chivalry is a quality valued around the world with 71% believing they would have a far better quality of life if the people around them adopted this new ideal. An overwhelming 95% of all men and women also said they found chivalrous qualities attractive in the opposite sex.”

New ideal?
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This past November, Stephenie Meyer’s blockbuster book franchise Twilight spawned a $70 million dollar box office opening. In an unusual twist for teen fiction – romance film lore, restraint played a central role for the characters. The vampire Edward showed his true love for Bella by NOT indulging his physical desire. (His passion for blood would surely kill the girl he loves.) Imagine that! True love requires self-denial.

Advertising agencies that are so gifted at moving people to spend $$ on "stuff" will continue to tie in products with historically enduring principles. Smart marketers will always try to associate with something more universal than their product alone.

The agency Euro RSCG is on to something. Stephenie Meyer is on to something. Chivalry shows up in the most unlikely places.