• by Steve McClellan  @mp_mcclellan, February 10, 2023

Diageo whiskey brand Crown Royal unveiled its latest teaser clip today for its upcoming and first-ever Super Bowl commercial.

The clip debuted on NBC’s Today this morning. It features rock musician Dave Grohl (he founded Foo Fighters and played with Nirvana before that) “thanking Canada” for the many inventions created within its borders.

Grohl, who is American, is seen sitting in a production studio as he ticks off an assortment of foods, artists, sports and gadgets originating in the Great White North.

Among them: the electric wheelchair, ironing board, peanut butter, paint roller, basketball, hockey and …wait for it…football.

“What? No way,” exclaims a colleague in the production studio. “Yeah,” retorts Grohl. “Look it up.” (See one explanation here.)

The spot ends with Grohl unfurling a large Crown Royal banner.

Crown Royal was the first spirits brand to advertise in the Super Bowl. That was in 2017, which was also the first year spirits were allowed to advertise during the game. In 2021 Crown Royal became the official whiskey sponsor of the National Football League, also a first.

The brand isn’t revealing its full 60-second spot until it airs in the game, tentatively slated for the third quarter.