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Seagram Americas is spending an estimated $1 million to get into this week's swimsuit issue of Sports Illustrated. On the back cover, an ad for Chivas Regal whiskey, via TBWA Chiat/Day, New York, depicts an archetypical pair of shapely, shaved legs. But the fold-from-the-spine page opens to reveal the limbs are attached to a male beach bum. Tagline: "You either have it . . . or you don't." Seagram also pokes fun inside the issue with a five-page insert for Captain Morgan spiced rum. With the tag, "The Captain was here," SI-style female
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