'Hydrate Generously,' the newest platform from Crown Royal, harnesses fan passion to elevate responsible game day consumption to new heights by reinforcing the importance of always drinking in moderation and hydrating between drinks. Whether at home or in-stadium, consuming alcohol can be a core part of the overall fan experience, with more than 80% of adult tailgaters saying they enjoy two or more alcoholic beverages before heading into a game. Consistent with its long-standing commitment to responsibility, Crown Royal, one of America’s best-selling and most-loved whiskies, is using the megaphone of America’s #1 sport to put responsible drinking at the center of the conversation.Crown Royal debuted its 'Hydrate Generously' campaign with a nationally televised 30-second advertisement during the first game of the football season, with repeat airings scheduled throughout the year. In a cinematic sports-doc style, the spot introduces the Water B.O.Y.S. (Beverage Offsetters at Your Service), Crown Royal’s real-life squad of hydration specialists who tackle the important job of reminding fans and spectators to moderate their game day consumption and drink water between drinks – at the tailgate, in the bar and in the stands.CreditsThe campaign and its elements were developed in collaboration with:Anomaly New YorkTaylor StrategyVayner MediastarpowerCaratWasserman.