Seagram’s 7 Crown toasts its heyday, reimagining classic 7&7 ads from the ’70s

Dating back to an era when two-ingredient highballs were a staple of American dive bars, the 7&7 has stood the test of time. Now the combination of Seagram’s 7 Crown blended whiskey and 7 Up are returning to the bushy-mustache advertising style they used when they first met. The “Timeless Taste” campaign from Seagram’s 7 owner Diageo is meant to reimagine classic 7&7 ads of the 1970s. Six new spots celebrate the appeal of quintessential pastimes like grilling, tailigating and cornhole with 7&7s. The Converse Chuck Taylors, baseball shirts and satin jackets set the scene in the ’70s, as do effects like the chunky typography and 8-millimeter style film with images entering frames above and below. The 5-second ads will roll out on digital and social media throughout the summer. “The 1970s were a pivotal decade for Seagram’s 7 Crown, a time when the brand truly shined with the timeless appeal of the 7&7,” Hannah Todd, brand director, Seagram's 7 Crown, said in a press release. “By modernizing the moments of these advertisements, we’re not only paying homage to a special era but also celebrating the enduring legacy of great taste that continues to resonate with our audience today.” That the 7&7 is an iconic drink from a simpler time has been a resonant theme for Seagram’s 7 Crown, which today competes in an era of complex cocktails made of superpremium whiskeys—many from the Diageo stable. A 750-ml bottle of Seagram’s 7 Crown sells at a budget-friendly suggested retail price of $13.99, and a six-pack of 7 Up is even less. Together, they make what Seagram’s calls the 7-pack about as affordable as a cocktail can get.

Seagram’s 7 Crown toasts its heyday, reimagining classic 7&7 ads from the ’70s

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