This Is The Life

Chivas recently launched This Is the Life on The web “channel” shows affluent young Chivas enthusiasts cooking gourmet meals on 50-foot yachts, boutiquing, golfing and learning about hand-rolled cigars.
The site also features footage from concerts at Chivas-sponsored concerts, as well as video auditions from couples hoping to land a $200,000-a-year gig as global Chivas-brand ambassadors.
Unlike Bud.TV, which featured a hefty amount of unbranded content, every clip is heavily branded. Another key distinction is that the site contains no features that would make it easy for users to download clips onto YouTube and other non-age-verified video-sharing sites.
To restate that last bit in non-Ad Age speak, Chivas has posted thinly veiled commercials that can’t be shared via the internets unless one has a Microsoft-owned Spaces account. In other words, they seem to know little about what web surfers want.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.