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Canada's Crown Royal whisky reigns on

Canadian Whisky maker, Crown Royal, has unveiled its largest ever ad campaign: Reign On

Created by ad agency, Grey, the Reign On advertisements will span broadcast, print and digital mediums (
The aim of the campaign is to position Crown Royal as a brand that helps its consumers “Reign On” and celebrate successes stemming from hard work – from incredible game winning basketball shots to legendary nights at the club.
All three broadcast ads feature a similar thematic of items emerging from a Crown Royal bag to Reign On.  In addition to an ad featuring NBA legend, Julius Erving – AKA, Dr. J., a lion and an angel are the focus of the two additional ads.  In the lion spot, the king of the jungle saunters down a packed bar and undoubtedly Reigns On over the evening. The angel ad reinforces Crown Royal’s commitment to responsible drinking by illustrating that one of the most admirable ways to Reign On is to be a designated driver.  

The three television spots will air equally in rotation and all close with the brand’s new mantra – Reign On.

• Watch the Dr. J Crown Royal “Reign On” ad

• Watch the Lion Crown Royal “Reign On” ad

Pictured: Julius Erving, AKA Dr. J, sharing his “Reign On” moment with media and executives during Crown Royal’s advertising launch party in Houston during All-Star Weekend


25 February 2013 - Felicity Murray