Grade: B+. These Crown Royal spots are stylishly filmed, neatly constructed narratives. But more than the execution, I'm impressed with the strategy. This is Crown Royal's first TV campaign in five years. Why now? Yes, airtime has gotten cheaper. But I'm also fairly certain Crown Royal recognized a zeitgeist opportunity. This is a moment where the brand's established image—down to earth, unflashy—meshed rather smoothly with external events. In uncertain times, vignettes about people sticking together and helping each other out become suddenly relevant. This is a campaign that seems well timed and conceived to take advantage of a shifting national mood.
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