Chivas Regal announced the launch of its first U.S.-led national advertising campaign with the slogan, “United Is the New Gold.”

Chivas’ new campaign embarks to reimagine hustle-culture with a modern-day vision of aspiration: shared success. The campaign launches with a 30-second commercial spot.

Chivas has a heritage rooted in the shared success of its founders, a duo who set the tone foundationally to zig against convention. Centuries of expertise have gone into Chivas Regal Scotch whisky, and today the brand is resetting the tone.

United is the New Gold is a celebration of the wealth of togetherness: honoring the dynamic of power couples and encouraging them to take a moment to celebrate how far they’ve come by sharing a Chivas during Golden Hour.

“In a world that often measures success by individual power and how much money you have in your bank account,” Emily Lane, Chivas Brand Director at Pernod Ricard USA, said. “Chivas believes that true success is shared, acknowledging the role of our relationships in our success and taking the opportunity to celebrate how far you’ve come together.”

In the campaign’s hero asset, created in partnership with McCann London, ants serve as an analogy to a modern-day couple supporting each other as they strive to meet their goals: an illustration of shared success. Set to ‘Just the Two of Us’ by Bill Withers, the 30-second spot is strategically shot in black and white to imbue emotional resonance, demonstrating the power of connection.

Starting this month, United is the New Gold campaign assets will go live across streaming TV, online video, social, and OOH in key US markets including Dallas, LA, Miami, and New York City.

Marking the campaign’s launch is the US release of Chivas XV, a blended Scotch aged a minimum of 15-years and selectively finished in Cognac casks.

Watch here: https://www.youtube.com/watch?v=qMMDF0SdKMk.