kies, carried out an advertising campaign on American television. A sixty-second video spot commended to viewers a code of conduct summed up as “chivalry,” with the pun on “Chivas” cleverly intended. Seemingly targeted to affluent, white males in their late twenties amid Wall Street’s numerous scandals, the ad features a middle-brow British voice intoning, “Millions of people. Everyone out for themselves. Can this be the only way? No!” These words are accompanied visually by a scene of a vast crowd in dark business suits jostling each other as they walk in lockstep and shoulder to shoulder. The camera finally focuses on one tall young man who abruptly stops in his tracks, turns around, and walks purposefully in the opposite direction, alone against the tide of his cohorts. The voice goes on to toast “honor,” “gallantry,” “doing the right thing,” and keeping one’s word and talking straight, all of which “set certain men apart,” before finally urging viewers to “live with chivalry.” The voice-over message is accompanied by a quickly moving video collage showing young, athletic, adult males, almost all white, carrying women on their backs through mud, pushing a bloke’s stalled sports car, and helping a fallen opponent up from the soccer field. Such modest sacrifices are also paired with images of freedom and power: the camaraderie of guys skydiving, horseback riding in the surf, and exuberantly jumping off piers into the water, before concluding with a scene of men in tuxedos strolling with aplomb into an elegant reception for the young and the beautiful. The official Chivas Web site also gives a fuller “manifesto” celebrating a “resistance movement” that will reinstate “the almost forgotten art of chivalry” focusing on “honesty,” “manners, etiquette and respect,” “giving a damn about others,” and, yes, even “holding doors for women, and for men.” Readers are quite literally called “to optimism and leaps of faith,” to chasing and sharing wealth, in short, to a “way of behaving that sets certain men apart from all others.”1
Read full abstract