From Rock Stars to Root Beer: Dave Grohl’s Epic “Thank You, Canada” in Crown Royal’s Super Bowl LVII Ad

The Super Bowl isn’t just a championship game; it’s a cultural phenomenon, a spectacle of athleticism, entertainment, and arguably, some of the year’s most talked-about advertisements. In the highly competitive and often star-studded world of Super Bowl commercials, brands vie for attention, aiming to capture the hearts and minds of millions of viewers. For Super Bowl LVII, Canadian whisky giant Crown Royal chose a path less traveled but profoundly effective: a heartfelt, humorous, and undeniably impactful tribute to Canada, fronted by none other than legendary Foo Fighters frontman, Dave Grohl.

While some might jokingly “Blame Canada,” as the catchy tune from South Park suggests, Dave Grohl, with a glass of rich Crown Royal in hand, is here to set the record straight. His mission? To spotlight the incredible, and often uncredited, contributions Canada has made to the world. It’s a compelling narrative that goes far beyond the familiar stereotypes, revealing a nation brimming with innovation, creativity, and a surprisingly long list of global game-changers. Grohl’s genuine enthusiasm and down-to-earth persona make him the perfect ambassador for this message of gratitude, transforming a typical liquor advertisement into a celebration of a nation’s spirit.

The commercial, a significant moment in the Super Bowl ad lineup, serves as a powerful reminder that Canada’s influence stretches across diverse facets of modern life. From the iconic sounds of legendary musicians to the groundbreaking origins of popular sports, and even to the everyday items we often take for granted, Canada’s ingenuity is woven into the fabric of our global society. Grohl’s charismatic delivery ensures that this message is not only received but remembered, prompting viewers to consider just how much they owe to their northern neighbors.

Canada’s cultural footprint is massive, particularly in the music industry. The country has been a fertile ground for some of the most influential and beloved artists of all time. Dave Grohl, a musician himself, naturally gravitates towards this aspect, acknowledging powerhouses like the progressive rock legends Rush, whose intricate compositions and lyrical depth have inspired generations. Singer-songwriter Joni Mitchell stands as a titan of folk and jazz, her evocative lyrics and unique tunings leaving an indelible mark on music history. The vocal prowess of Celine Dion has captivated audiences worldwide, making her one of the best-selling artists ever. And then there are bands like The Tragically Hip, whose poetic rock anthems are deeply ingrained in the Canadian national identity, though perhaps less known globally. But Grohl’s shout-out goes even further, encompassing punk and alternative acts like SNFU, DOA, The Black Halos, and the versatile progressive metal artist Devin Townsend, alongside the rich tapestry of artists from the independent label Stomp Records. This comprehensive nod highlights the breadth and depth of Canada’s musical landscape, proving it’s far from a one-genre nation.

Beyond music, Canada has consistently produced comedic genius that has shaped the entertainment industry. Icons like Jim Carrey, known for his rubber-faced antics and dramatic turns, and the beloved character actor John Candy, whose warmth and humor transcended the screen, both hail from Canada. The sketch comedy troupe The Kids In The Hall brought a distinct, often surreal, brand of humor to audiences, influencing countless comedians. These artists, among many others, have enriched our lives with laughter and poignant performances, showcasing Canada’s talent for comedic timing and character development.

And then there are the sports. While everyone associates hockey with Canada, Grohl surprises many by pointing out the Canadian origins of basketball. Indeed, Dr. James Naismith, a Canadian physical education instructor, invented basketball in Springfield, Massachusetts, in 1891, forever changing the world of athletics. But Grohl takes it a step further, provocatively suggesting even football has Canadian roots. “Look it up,” he challenges, a clear invitation for viewers to delve into the unexpected layers of Canadian history. This playful challenge adds a layer of engagement, encouraging audiences to verify Canada’s surprising impact on popular sports.

The commercial itself is a masterclass in understated humor and genuine appreciation. As Dave Grohl reflects on these countless contributions, the commercial is elevated by the powerful, shredding guitar of Donna Grantis, who delivers a captivating rendition of the Canadian national anthem. This musical backdrop adds a layer of patriotic pride and rock-and-roll swagger, perfectly complementing Grohl’s persona. “Thank you, Canada,” Dave proclaims, rattling off a list of everyday items that most people would never connect to the Great White North: “for peanut butter, the paint roller, the replay, and the battery.” He continues, expanding the list to include the indispensable egg carton, the ubiquitous ironing board, the life-changing electric wheelchair, and even the mischievous whoopee cushion. Each item, from the utterly practical to the delightfully whimsical, underscores the pervasive yet often unrecognized influence of Canadian innovation. Grohl’s delivery is sincere yet humorous, making the revelations feel personal and engaging, culminating in a simple, heartfelt, “Thank you, Canada,” at the commercial’s close, a sentiment that resonates deeply.

The campaign leading up to the Super Bowl spot was also strategically designed to build anticipation. In earlier previews, Dave Grohl was shown grappling with a mysterious list of seemingly unrelated items. “The paint roller?” he questions, his voice conveying a mix of confusion and intrigue. “The battery? Trash bag? The replay? No way. The egg carton?” He then turns to an engineer named Lou, seeking validation: “Did you know the egg carton? Says it right here.” These teasers created a playful mystery, hinting at a larger reveal and encouraging viewers to ponder what Grohl was up to. This build-up cleverly leveraged Grohl’s popularity and inquisitiveness to generate buzz long before the main event.

Another compelling preview, cleverly titled “Dave Grohl Says ‘Thank You,’” featured the rock icon dedicating fifteen seconds to simply saying “Thank You” in various intonations and styles. At this point, the object of his gratitude remained a mystery, further fueling curiosity. Crown Royal’s messaging amplified this intrigue, writing, “A thank you of epic, Grohl-sized proportions is right around the corner. Clear your throats, warm up those vocal cords, and get ready to say thank you with us on 02.12.23.” This social media engagement successfully rallied fans and prospective viewers, creating a sense of shared anticipation. Grohl’s continued practice of gratitude in the third teaser solidified the campaign’s core message, preparing the audience for the grand reveal during the Super Bowl.

The creative force behind this impactful campaign was ad agency Anomaly, with the renowned director Jake Scott at the helm. Their collaboration perfectly captured the essence of gratitude and the unexpected charm of Canadian inventiveness through Grohl’s lens. Sophie Kelly, Diageo’s Senior VP for Whiskeys in North America, emphasized the strategic choice of Grohl in a statement to AdAge: “Dave is a Crown Royal super fan and the perfect partner to spread a message of gratitude to the audience that is authentic to the brand.” She further highlighted the success of the campaign, noting, “[After] seeing the work come to life, we have some great content we will be sharing over the next couple of weeks, including a decision to up our Super Bowl commitment to running a:60 in-game.” This increased commitment speaks volumes about the brand’s confidence in the ad’s ability to resonate with a broad audience, cementing Crown Royal’s presence during one of the year’s most watched television events.

Beyond his brand endorsements, Dave Grohl remains a dynamic figure in the music world with his band, Foo Fighters. The band is gearing up for a busy touring schedule, including headline slots at major European and North American festivals. This spring, they are set to perform at the Rock Am Ring and Rock Im Park festivals in Germany, notably stepping in to replace the reformed Pantera. Pantera, consisting of members Philip Anselmo and Rex Brown, joined by guitarist Zakk Wylde and drummer Charlie Benante (substituting for the late “Dimebag” Darrell and Vinnie Paul), was removed from the lineup after promoters expressed concerns regarding Phil Anselmo’s past use of a Nazi-style salute at a “Dimebash” event in 2016, as reported by Blabbermouth. Foo Fighters’ presence at these festivals, alongside appearances at Boston Calling 2023, Bonnaroo, and the Sonic Temple Festival, reaffirms their enduring status as a premier live act, continuing to deliver powerful performances to their global fanbase.

The band’s return to the stage follows a period of profound grief and reflection. The Foo Fighters ended 2022 by sharing a poignant message about their decision to continue on after the devastating death of their beloved founding member and drummer, Taylor Hawkins. Hawkins’ unexpected passing in March 2022 left a massive void in the band and the hearts of fans worldwide, prompting a period of uncertainty about the band’s future. Their message, posted to social media in December, spoke volumes about their commitment to their craft and their community. “Foo Fighters were formed 27 years ago to represent the healing power of music and a continuation of life,” they wrote in a heartfelt statement. “And for the past 27 years, our fans have built a worldwide community, a devoted support system that has helped us all get through the darkest of times together.”

This statement underscored the profound connection between the band and its audience, recognizing the role music plays in collective healing. “A place to share our joy and our pain, our hopes and fears, and to join in a chorus of life together through music. Without Taylor, we never would have become the band that we were – and without Taylor, we know that we’re going to be a different band going forward,” they bravely acknowledged. This honest admission resonated deeply with fans, signaling a new chapter while honoring Taylor’s irreplaceable legacy. The message concluded with a touching tribute to Hawkins’ bond with the fans: “We also know that you, the fans, meant as much to Taylor as he meant to you. And we know that when we see you again – and we will soon – he’ll be there in spirit with all of us every night.” This sentiment perfectly encapsulates the enduring spirit of the Foo Fighters, a band that continues to find strength in music and community, even in the face of profound loss, much like Grohl’s message of gratitude reminds us to appreciate the unexpected gifts that enrich our lives.