The advert serves as a provocation to the established order of doing things. It’s a powerful exhortation to reject a success at all costs mentality and enrich the lives at others; a notion which lies at the heart of the Chivas brand. The advert also celebrates those who embody our values – social entrepreneurs –pioneers who embody a generous business philosophy that builds a strong bottom line as well as tackling some of the world’s most pressing social issues. The advert ends by directing the viewer to engage further and submit their own ideas for companies – for the chance of funding and mentoring from Chivas and a panel of experts.

The advert uses innovative editing techniques to cut between the provocateurs and footage of the social entrepreneurs at work. Key points are underscored via simple but bold interstitial frames of text. The base footage has been edited into more than twenty different adverts of different time lengths.

Super: Chivas presents

Chiwetel Money.

What is it good for?

If not for doing good.

Some people only understood

Making it for themselves

And those they know

But they've had their go...

Super If not now

Then when?

Now this is we.

Being the change

The world wants to see.

Super Raan & Shea

Apolis ethical apparel - Founders

Raan & Shea We don't just measure our success in sales figures, but in days of work given to craft people and producers

Chiwetel This is chivalry

Living not as 'them and us' but 'we'

Super Pablo

Café Punta del Cielo - Founder

Pablo The social impact of the business has been just as important to me as the success we've had

Chiwetel You see the world is changing.

We are not complaining.

The old system has its day

We do success our way.

Super If not us

Then who?

Super Marco

Vale das Palmeiras - Founder

Marcos We are doing well and we are doing good.

Super Junjie

Sozen Design - Founder

Junjie We have to grow together, and share the benefit with everyone.

Chiwetel So improve the lives of others.

Don’t avoid their eyes

Make them your brothers.

Realise their dreams

And feel the joy of what they achieved

Give and receive

Make your potential their potential.

Make character an essential.

Dare enough

To let your actions say

This time?

We win the right way

Super Join theventure.com

Chivas, Live with Chivalry

#WinTheRightWay