Dave Grohl Is Feeling Truly Grateful In Crown Royal's 2023 Super Bowl Ad
As Super Bowl LVII approaches, some people are busy placing bets on the Kansas City Chiefs and the Philadelphia Eagles, who will face off at the State Farm Stadium in Glendale, Arizona on Sunday, February 12 (per NBC). Others are multi-tasking by steaming their jerseys, dreaming of game-day snacks, listening to Rihanna in preparation for the half-time show, and getting excited for the better-than-average commercials that will punctuate the biggest football event of the year.
If you're someone who tunes in just for the ads, you might be aware of some of the big-name contenders in this year's lineup. Pete Davidson, Jon Hamm, and Brie Larson will star in a pun-centric ad for Hellmann's Mayonnaise. A mystery celebrity will serve as the new face of Doritos with a focus on the chip's new flavor, and Meghan Trainor will step into her new role as a Pringles ambassador. Meanwhile, Foo Fighters frontman Dave Grohl will head up an ad for Canadian whisky brand Crown Royal. The angle? Pure gratitude, baby.
Thank you, Crown Royal; thank you, flannel shirt
In a trailer for a new commercial (an ad for an ad, if you will) released on February 2, Dave Grohl takes a break from mixing tunes with his fellow Foo Fighters in Studio 606 to express gratitude for his surroundings. "Thank you, ice," he says, lifting a fluted highball glass with a couple amber-hued thumbs of Crown Royal whisky. He turns his attention to his music gear: Thank you, mixing board; guitar pick; faders; main volume knob. "Thank you, flannel, for keeping the grunge dream alive," he continues, harking back to his days as the drummer for Nirvana, the iconic Seattle grunge outfit (pun intended).
The 60-second commercial — a joint effort between the ad agency Anomaly and director Jake Scott — is set to air during the third quarter of the Super Bowl LVII, per Blabbermouth. We reckon it'll be a perfect addition to your favorite Super Bowl commercial drinking game, should you choose to partake.
A music-forward whisky brand
In the early days of the pandemic in 2020, Crown Royal stepped up to champion live music venues at a time when they were shuttering in droves. Together with musicians Ari Lennox and Anthony Ramos, plus Dreamville/Interscope and Republic Records, the Canadian brand put out a cover of Sly and the Family Stone's hit song "If You Want Me to Stay" as a kick-off to its relief efforts alongside the Main Street Alliance (per PR Newswire).
It's only natural that the brand, which lauds itself as the "number-one selling Canadian whisky brand in the world," would choose music-industry mainstay Dave Grohl as the face of its big Super Bowl ad. In a statement shared with Billboard in January, Crown Royal spokesperson Sophie Kelly called Grohl a "Crown Royal super fan," adding that he's "the perfect partner to spread a message of gratitude to the audience that is authentic to the brand."