As people across the nation re-adjust to life outside their homes, a year of socializing exclusively with pets has taken its toll on the social abilities of many. Luckily, Seagram’s 7 Crown Whiskey is here to help with tips and tricks for how to interact face-to-face with other humans.

Created in collaboration with agency Forsman & Bodenfors NY, the “#KeepTheDiveAlive” campaign features a series of short videos starring comedian and actress Iliza Shlesinger in honor of National Dive Bar Day on July 7.

In the videos, directed by World War Seven’s MAMA, Schlesinger makes the rounds at a classic dive bar, complete with leather booths and red strip lighting, to train its rusty patrons on the dos and don'ts of bar etiquette. In one, she watches disapprovingly as a patron orders “an alcohol on the rocks.” In another, Schlesinger says bargoers don’t have to dress up for a night out at the dive, but they should be dressed—as she orders a topless man a shirt. The casual humor of the series matches the understated nature of a dive bar: not too flashy, just a pleasant laugh with friends.

While many are eager to forget 2020 and resume pre-pandemic life, local nightlife spots won’t be able to recover from their financial hardships quite as easily. That’s why Seagram’s 7 isn’t only helping patrons return to nights out, but is using “#KeepTheDiveAlive” to support small businesses as well. 

Every time one of the campaign’s videos is shared, Seagram’s 7 will donate $7 (up to $77K) to Main Street Alliance, a nonprofit organization committed to supporting small businesses including dive bars. The ads will run on Seagram’s website and social channels starting today and running through National Dive Bar Day.

“#KeepTheDiveAlive” joins a collection of recent marketing campaigns benefiting local nightlife. This month, Bidet-maker Tushy launched a contest to crown America’s most bottom-friendly bar and sparkling water brand Bubly released “Out at Night NYC,” a celebration of New York City nightlife benefitng a historic lesbian bar.

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CORRECTION: Due to an error in the original press release, an earlier version of this article noted Seagram's would be donating up to $100K, not $77K, as part of the campaign.