International push for Chivas Regal

Chivas Brothers is giving its Chivas Regal Scotch whisky a major marketing push with its first international TV campaign.

Launched initially in China and Greece, the 30-second ad will be rolled out to the UK and other key markets . It is the first campaign to focus exclusively on the 18 Year Old expression, Chivas said.

Directed by Vittorio Sacco, the ad focuses on the "sophisticated indulgence of the brand".

Sophie Gallois, super-premiums brand director, said: "The cues of chocolate, gold, liquid honey and the original contemporary soundtrack all add up to a unique sensual and luxurious experience which will appeal to luxury consumers worldwide."