Crown Royal collaborates with Dave Grohl
Canadian whisky brand Crown Royal has teamed up with Foo Fighters singer Dave Grohl to release a spot for the Super Bowl.
The Diageo-owned brand is the official whisky sponsor of the National Football League, which takes part in the annual Super Bowl – a playoff game – to determine the league champion.
The Super Bowl LVII took place outside of Phoenix, Arizona on Sunday 12 February, and saw the Kansas City Chiefs become triumphant against the Philadelphia Eagles.
The 60-second ad presents a ‘moment of gratitude’ to Canada for various things it has given the world – from paint rollers to Crown Royal whisky.
“There is no bigger stage to say thank you than the Super Bowl, and for a brand built on generosity we thought an appropriate time to thank Canada for giving us amazing things like the battery and most importantly football,” said Sophie Kelly, Diageo’s senior vice-president for whiskeys in North America.
“For Crown Royal this is really just about saying thank you in a fun way that’s true to our roots.”
The campaign marks the first Super bowl spot for Diageo. It also honoured notable Canadian figures, including Joni Mitchell, Seth Rogen, Celine Dion and Eugene Levy.
Various teasers were released in the build up to the release of the spot, including one which presented a modern take on national anthem O Canada, performed by the Canadian guitarist Donna Grantis and produced by Grohl.
“Our brand prides itself on celebrating the generosity and selflessness of the military and hospitality communities, and we’re thrilled we could continue that work on-the-ground in Phoenix, where the city came together to put on a series of beautiful events this past weekend,” said Nicky Heckles, vice president of Crown Royal.
“We’re proud to close out a great second season as the official whisky partner of the NFL, extend the spirit of generosity and really champion those that make game day great at the stadiums across the country and in our daily lives.”
The brand has also created a Crown Royal ‘chain of gratitude’ – a digital collectible-based game with Crown Royal themed prizes based on players sharing gratitude with one another.
The game can be accessed through web3.crownroyal.com.
To mark the Super Bowl, we unveiled the best Super Bowl ads from spirits brands in recent years.