Liquor giant Diageo will make its Super Bowl debut with an ad for Crown Royal whisky. The company has bought a 30-second spot tentatively slated for the third quarter. Anomaly will handle the ad with Jake Scott directing.
The marketer is the first liquor brand to seize on the opportunity created last year when Anheuser-Busch InBev gave up its long-held alcohol ad exclusivity for the game. Molson Coors confirmed last year that it would be in the Feb. 12 game on Fox.
Diageo’s Super Bowl entry is years in the making. The company in 2021 struck a landmark deal to become the NFL’s first-ever spirits sponsor. That came four years after Diageo was among the first liquor brands to run ads during games after the NFL in 2017 lifted its ban against in-game spirits ads.
The Super Bowl—which typically draws around 100 million viewers—will give Diageo, and Crown Royal, its largest TV audience ever.