For the first time ever, Crown Royal was set to take the stage at the Super Bowl - an event that’s been traditionally dominated by beer brands. Not only was a whisky taking on beer, but a Canadian whisky at that - and on America’s biggest sporting day.

Our task was to steal the spotlight from beer on beer’s biggest stage; and to make Crown Royal Canadian Whisky an important part of football advertising and culture.

This opportunity provided an unparalleled platform for Crown to unquestionably cement itself as the true spirit of generosity.

This Crown Royal film series is an homage to a vignette-inspired montage aesthetic that feels fast paced and graphic, where Dave Grohl is seen as the presenter. It’s an earnest, disruptive moment in the context of the Super Bowl, and a diversion from the barrage of huge audio visuals, sentimentality and the usual tropes of these spots. To give credit where credit is due – to Canada – the Director asked Dave to be himself, warm, friendly and completely at ease being the center of attention. He’s completely swept up and his gratitude and enthusiasm are contagious. And, most importantly, his performance is without irony, making Crown Royal’s Super Bowl debut refreshing and re-watchable.