Chivas's global campaign launches in China

What has a mutt - looking rightly embarrassed - and a naked blonde have in common? They form part of Chivas's global 'When you know' campaign, which has just launched in China, to reclaim the high ground in premium whisky. The TBWA creatives' irreverent and audacious tone forces consumers to reappraise the brand to drive home the idea that Chivas "gets what a consumer thinks. Hence the realisation that god is a man, in the case of the undressed blonde execution. And while a dog is man's best friend, a dog cannot be the same as its owner even when its clothed.