JB Smoove sings, grooves and dances for the smooth taste of Crown Royal in musical campaign

JB Smoove may be more known for his standup work and his comedic turn as Leon on Curb Your Enthusiasm, but the comic gets slick and full of song in the latest spot for Crown Royal.

The whiskey maker, a Diageo brand, is pushing its flavored elixirs – Crown Royal Regal Apple and Crown Royal Vanilla – and it celebrates with a showstopping musical, ‘Crown Royal Regal Apple: The Musical’ featuring Smoove.

Decked out in a sharp hat and a velvet jacket, Smoove sings his way through an elaborate dance number while shots of Crown are being poured and downed by the choreographed nightclub crowd. The number is a high-powered funk and soul groove and Smoove handles the crooner role with style.

Smoove and his crew teamed up with director Greg Brunkalla, Anomaly New York and Storefront Music to create the original track, ‘It’s Apple Time, Baby,’ and a series of short films, which also include an exuberant dance number choreographed by Fatima Robinson.

To commemorate Smoove’s starring role and new-found singing skills, Crown Royal crowned him as its ‘King of Flavor’ during a coronation in New York hosted by comedian Chris DiStefano.

This is not the first foray for Crown Royal and the newly anointed king. Over the last year, Smoove brought out the meaning of ‘Vanilla So Good’ to launch Crown Royal Vanilla.

“From the day I took the name ‘Smoove’ I knew it was my destiny to one day be crowned the first official ‘King of Flavor!’ Now while Crown Royal Vanilla has been near and dear to me for a while I knew I had to find the savory ying to that sweet vanilla yang! Then along came Crown Royal Regal Apple! Woo, like peanut butter and jelly, like Bonnie and Clyde, better yet like a leopard and a tiger!” said Smoove in a release. “See, on the one hand a leopard and a tiger are a lot alike, they’re majestic, regal and powerful…but on the other hand very different. One of them has spots and the other has stripes. And that gives you a choice. Smoove and sweet like Crown Royal Vanilla? Or savory and sexy like Crown Royal Regal Apple? Either way, just like a leopard and a tiger make sure you enjoy them responsibly cause trust me they do bite!”

The integrated marketing plan consists of TV, social media, public relations and bar events rolling out nationwide this October and continuing throughout 2018.

Overall Rating
4/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.