 I always feel how fortunate I am to work in this business and work with amazing people and have amazing opportunities and Dave Grohl comes up to everybody, shakes your hand, looks you in the eye, remembers your name. It was like you were part of his family, his community. Thank you for this. Hello, I'm Jake Scott and I'm a director. Mike Byrne, founding partner of Anomaly and the global chief creative officer. Sophie Kelly and I am the senior vice president of whiskeys for North America at Diageo. Could you walk us through the moment of inception when you first came up with this idea for the Super Bowl ad? We've had a long time relationship with the NFL. Started with drink responsibly work for Crown Royal. Water break! This is the Crown Royal water break. When we got the opportunity through being a national sponsor of the NFL for the first time to do a Super Bowl ad, we sat back and said, this is big, this is the first time Diageo's ever done this. And we wanted to do something that was entertaining for people, something that was very authentic and true to Crown Royal. This brand is built on generosity. The platform line that we have is live generously and life will treat you royally. When we were talking about the Super Bowl, obviously it's a huge stage for advertising and we wanted to do something disruptive. That sort of unlocked this notion of if we're a brand built on generosity, then what would you do in America's biggest advertising stage where America's flexing its muscles? And we're like, well, let's thank Canada. Today, let's thank Canada. The fantastic thing about the work and the idea was that it utilized a superfan, Dave Grohl. And it was all about capturing the moment and using that to thank Canada for all the fantastic things he'd given the US. Thank you for legends of music. And heroes of comedy. Thank you for this hard throb. When something hits you and you feel like you're on a goldmine, you just kind of run with it. And that's pretty much what happened. And then from there, it was, all right, how do we put this whole thing together? They had the basic idea of thanking Canada. And then Dave Grohl would list all of the inventions. It was just then a series of conversations about how to present that. The humor we believed would carry the message in the right way and Dave would deliver it in a way that was charming, affectionate and humorous. Dave is really naturally funny and goofy and fun to be around. In fact, when we reached out to Dave Grohl, he was like, I haven't wait for you guys to call me. He said, pardon my French, fuck yes. Crown Role is a part of his performing ritual. He lives a life of gratitude. He's constantly giving. It didn't even feel like a job. It felt like a mission in a way. How long did it take from the moment you came up with the idea to actually producing it and getting the ad out there? All the things that we discovered about what Canadian invent it, we had to do heavy, heavy research. Thank you, Canada. Prima Buyer, a paint roller, and poutine. That's french fries with cheese and gravy. It's good. The biggest crazy discovery was, you know, here we are on the Super Bowl, which wouldn't be around without the game of football. And it turns out that at McGill University, that's essentially where football was invented. What? That way. Yeah, look it up. So it was, you know, a good two and a half month process. The process of making this series of content with the whole team was fantastic. I think one of the key things we did was we landed on the location. Dave's studio, Studio 606. And I think just having the whole shoot happen in the studio gave it a level of ease. Everyone was relaxed and also added to the authentic nature and credibility of the spot. You know that going in, you've got to stand out. You've got 30 or 60 seconds in which to impress an audience. You better grab their attention. The response even across the country was incredibly positive. I couldn't have imagined the coverage that we got. It was fantastic. I haven't seen anything negative. And that might be partly to do with Dave or entirely to do with Dave. The positivity that came from it was a result of him and the message of gratitude.