Chivas Regal calls on Chiwetel Ejiofor for social entrepreneurs ad

Chivas Regal, the luxury whisky brand, has launched a campaign featuring '12 Years A Slave' star, Chiwetel Ejiofor.

The push, entitled 'Win The Right Way', unveils a US $1 million (£626,000) fund to support social entrepreneurs.

The campaign, which was created by Havas Worldwide London and AnalogFolk, comprises three films. The Ejiofor film shows him in a boxing ring delivering a poetic and inspirational speech, while the visuals touch on successful social entrepreneurs around the world.

Another film for the US market stars Oscar Isaac of the Coen Brothers’ film 'Inside Llewyn Davis' and the third features Asian star, Liao Fan, in a version created for the Asian market.

All three films were directed by Daniel Wolfe through production company Somesuch.

The executive creative directors on the spot were Mark Fairbanks from Havas Worldwide London and Simon Richings from AnalogFolk. The creative team from Havas also included Andre Moreira, Philip Beaumont and Dominic Gettins. Danielle Melia and Steve Reed from AnalogFolk were also part of the creative team.

The films will air in several regions, including the UK, US, China, South Africa, Mexico and Brazil. The campaign is the latest instalment of the brand’s long-running "Live with chivalry" positioning.

The initiative introduces The Venture, a platform created by AnalogFolk where social entrepreneurs can submit their business ideas and potentially win investment from the fund. Support and mentoring is also on offer, as is global exposure through short documentaries also created by Havas Worldwide London. Up to 20 entrants will win a trip to Silicon Valley for a chance to win a share of the money.

Mark Fairbanks, executive creative director, Havas Worldwide London, said: "The campaign is a call to arms to allow a new group of social entrepreneurs to succeed.

"These business people are part of a global movement where the best way to do business is to simultaneously give back – a quid pro quo relationship with the world. It’s a perfect example of a brand living its beliefs."

Daniel Floyed, global brand director at Havas said: "Together with Chivas and the other agency partners, we have developed an exciting platform – not merely a campaign. In five years’ time, I want to look back at the businesses we had a small part in helping get off the ground. It's a legacy and it matters."

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