The sixty-second spot is the very first Super Bowl spot from Diageo, the whisky brand’s parent company. In addition to poutine, Hawaiian pizza, and other Canadian treasures – it also honored Canadian legends like Joni Mitchell, Eugene Levy, Catherine O’Hara, Seth Rogen, and Celine Dion.
Following the ad’s debut, Crown Royal partnered with Canadian stars like Avril Lavigne who took to Twitter to join in on the fun conversation around their country, Canada.
Leading up to game day, Crown Royal took fans on a journey to the big spot reveal by rolling out various teasers including a modern take on O Canada performed by the extraordinary Canadian guitarist Donna Grantis and produced by Dave Grohl. The mysterious teasers drummed up excitement and kept fans wondering what the brand and rock icon has up their sleeves for Super Bowl Sunday.
The brand also kicked off a “Crown Royal Chain of Gratitude” that follows the success of its "That Deserves A Crown” campaign – the brand’s first Web3 venture in digital collectibles.
Consumers are invited to join the "Chain of Gratitude," – a digital collectible-based game where Crown Royal themed prizes will be awarded based on the sharing of gratitude from one person to another.