Crown Royal Billiards

The “Billiards” Crown Royal ad does a great job of connecting to a young segment while not alienating an older one.  This ad targets the male who is in his late 20’s or early 30’s, who is leaving the transitory 20’s stage on his life and is moving toward his mid-adult years with confidence.  This person knows what he likes and has tastes that are becoming more refined as he gets older.  This individual doesn’t forget his roots, though, and knows that where he came from made him who he is today.   

There are a couple of things that stand out most to me in this ad.  With the music and the smokey bar, and the way that the narration describes the young man knocking down shots at billiards there is an aura of classic cool.  Crown Royal is saying that it is a classy, and dignified drink.  It is not a party drink, or a college drink, but one that you enjoy if you have level of sophisticated taste.  This directly connects with the younger drinker who is starting to develop and look for more refined taste.

What also stands out in this ad is the way that the young man and his father bond over billiards and Crown Royal at the end of the ad.  This allows Crown Royal to refrain from alienating its older segment of customers while being able to promote to a younger one.