• by Teresa Buyikian , Yesterday

The purple velvet-bagged premium spirit has a new brand campaign featuring an original country track, line dancing and a call to consumers to “bring it” wherever they go.

Crown Royal this week rolls out “Bring It,” a new creative brand platform “that celebrates the ways people contribute to the moments and communities around them.”

The highlight of the campaign is the original track “Bring It” performed by Canadian country artist Ryan Langdon and Randy Savvy of the Compton Cowboys.

Several videos accompany the campaign, such as seen here, taking place in what appears to be a rowdy Texas honky-tonk. As the band plays “Bring It” in the background, members of Austin's two-step and line dancing communities perform an original line dance choreographed by Emmy Award–winning choreographer ("Crazy Ex-Girlfriend") Kat Burns. Song lyrics include “Bring that thing you got, bring that thing you do, bring your special sauce, bring what makes you you.”

“’Bring It’ celebrates the simple truth that everyone has something worth contributing to their community,” said James Valdes, director of Crown Royal, in a release. “Whether it's a signature dance move, a beloved tradition, or the positive energy you bring to those around you, this platform recognizes that everyone has something special to offer—and we're inviting people to share it.”

The brand launched the campaign with a recent live event at Los Angeles country music bar Desert 5 Spot, where guests experienced a live performance of the original anthem, a choreographed line dance tutorial with Burns and a DJ set from Charly Jordan.

The campaign expands nationally across social, digital, broadcast and out-of-home channels throughout the summer, and also includes live experiences, cultural partnerships and yet-to-be announced collaborations.