This post appears here because of two reasons. Firstly, it was a request from a reader and secondly, its good writing, deserving to be in this space. Written by David Abbott this is the copy of a Chivas Regal ad. Despite its sentimental overtones or the Britishness, it stands out as a great piece of advertising making the particular scotch highly desirable. Considering the times it came out, which must’ve been the early 70s, one can see how it has inspired later works in advertising.Because I’ve known you all my life.
Because a red Rudge bicycle (the Britishness) once made me the happiest boy on the street.
Because you let me play cricket on the lawn.
Because you used to dance in the kitchen with a tea-towel round your waist.
Because your cheque book was always busy on my behalf.
Because our house was always full of books and laughter.
Because of countless Saturday mornings you gave up to watch a small boy play rugby.
Because you never expected too much of me or let me get away with too little.
Because of all the nights you sat working at your desk while I lay sleeping in my bed.
Because you never embarrassed me by talking about the birds and the bees.
Because I know there’s a faded newspaper clipping in your wallet abouyt my scholarship.
Because you always made me polish the heels of my shoes as brightly as the toes.
Because you’ve remembered my birthday 38 times out of 38.
Because you still hug me when we meet.
Because you still buy my mother flowers.
Because you are more than your fair share of grey hairs and I know who helped put them there.
Because you are a marvelous grandfather.
Because you made my wife feel one of the family.
Because you wanted to go to McDonalds the last time I bought you lunch.
Because you’ve always been there when I’ve needed you.
Because you let me make my own mistakes and never once said “I told you so.”
Because you still pretend you only need glasses for reading.
Because I don’t say thank you as often as I should.
Because it’s Father’s Day.
Because if you don’t deserve Chivas Regal, who does?
Mr Abbott himself had to say the following about the ad:
“This ad is about Chivas Regal but it’s also about me and my father. (I really did have a red Rudge bicycle). It’s a risky ad and, for some people, its sentimental but I know others who say that it vividly echoes there own experience. Incidentally, if you try to write a headline for this ad, you’ll discover why it doesn’t have one.”
I still remember reading the ad for the first time as a student of advertising (who was also a lover of whiskey) and thinking that this will be my brand of Scotch when I can earn enough to afford it. And then someday, perhaps gift it to my father, who is also a whiskey lover.
