As the first Proud Whisky Sponsor of the NFL, Crown Royal wanted to engrain their whisky into the game day ritual - that it's not really a kick off without a glass of Crown in your hand. With generosity being a guiding element for brand actions, Crown wanted to showcase the way this behavior materializes on game days.

Enlisting the talents of Baltimore Raven legend Ed Reed, our film Kick Off With Crown follows Reed as he acknowledges individuals like ziti makers, doormen, the barkeeps and the barbecuers - that are all a part of making every NFL kickoff something special. This spot celebrates the importance of supporting these people and places— the icons that make game day great!

Both messages work together to ultimately convey that having a glass of Crown is an essential ingredient to a properly royal game day.