Hey look who’s joining the Fraternity game!

May 18, 2011

When an ad agency picks up your idea you know you are trendy. Well, brothers, this evening I came upon this:

Screen Shot 2011-11-15 at 6.56.47 PM

Betcha didn't know that Chivas was more than a whiskey…it's a fraternity. Clearly Chivas' "Live with Chivalry" campaign is hitting a chord with young men (Presumably the target of the campaign.) What I find kind of fascinating is that the campaign was done in Euro/RSCG's London office. You know London? That place where Masons seem to be portrayed as sinister characters who have nothing better to do than stalk Lindsay Lohan. (Note to Ms. Lohan: Speaking as a Mason, I can assure you that if I were in London, and if I were the stalking type, I can think of at least 30 women off the top of my head I rather stalk than you. So I think it is pretty safe to say your problem is not with the Brothers).

This is one of those markers that should be an indicator that young men are hungry for what Masonry has to offer. What is important to know is the aspirational quality of the images. Watch the ad:

 

What is important to point out here is that the images are lush. The experiential qualities speak to an authenticity. These are not the type of guys who are doing one-day classes because it is convenient. These guys aspire to fight fires, jump out of airplanes and go to formal parties. Not really the one day class aesthetic. Discuss.

Masonry will be nothing if it doesn't inspire men to aspire to something better. And if better means it is difficult, well that will make that sip of whiskey at the end of it that much more satisfying.

But I hope if the members of the "Chivas Brotherhood" seek out the real Brotherhood you'll welcome them after their first degree with a proper single malt.

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4 comments on “Hey look who’s joining the Fraternity game!

  1. WOW, it been dead since May 18th. School has been out all summer. I hope Mr. Diamond is OK?
    We’re no looking for Audiophile quality/fancy editing. Just pretty good editing & great content!
    Again, I hope all is well?

  2. WOW, it been dead since May 18th. School has been out all summer. I hope Mr. Diamond is OK?
    We’re no looking for Audiophile quality/fancy editing. Just pretty good editing & great content!
    Again, I hope all is well?

  3. All is well. School is nearly done and I am dusting off XO and getting ready to do new episodes. We’re in preproduction now.

  4. All is well. School is nearly done and I am dusting off XO and getting ready to do new episodes. We’re in preproduction now.

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