Crown Royal airs first regular season NFL liquor ad

Diageo whiskey brand Crown Royal aired a 30-second TV ad during the first regular season game of the National Football League (NFL) on Thursday, Sept. 7, reported Ad Age. The commercial is significant in being the first from a booze brand to run during a regular season game since the NFL loosened restrictions around liquor advertising earlier this year. Diageo will continue to push the campaign, called “Hydrate Generously,” throughout the season.

Ad content is also restricted to having a “football theme” and a “prominent social responsibility message,” per league regulations. That hasn’t tamped down interest in advertising with the NFL, however, as Patron aired a spot around the Cowboys-Giants game on Sept. 10, Ad Age said. Spokespeople from Jack Daniels’ parent Brown-Forman, Absolut vodka maker Pernod Ricard and Jameson and Malibu told Ad Age they aren’t planning to run NFL campaigns.

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