Anomaly Gets ‘Smoove’ for Crown Royal Vanilla

By Erik Oster 

Anomaly teamed up with comedian J.B. Smoove (Curb Your Enthusiasm, Real Husbands of Hollywood, The Millers) to promote Crown Royal Vanilla.

The spot opens on Smoove sipping the drink at a bar.

“Don’t get me started on vanilla. I’m gonna vanilla this whole room up,” he says.


A perplexed bartender asks, “You’re gonna do what?” as Smoove then gradually reveals what exactly that entails, beginning with “vanilla in your ear” courtesy of some smooth music on vanilla vinyl. A scented candle provides “vanilla in your nose already,” and things just continue to get more vanilla-fied from there.

The agency’s first work for the Crown Royal brand since being named AOR is quite the departure from Grey New York’s campaign last November exploring its origin story. If this effort is any indication, Anomaly plans to take a much more lighthearted approach. In this case, the results are somewhat mixed. Smoove has a distinct comedic charm that suits the effort, but the concept wears thin by the end of the 30-second spot, which winds up feeling a little, well, vanilla.


Agency: Anomaly
Production Co.: Smith & Jones Films
Director: Ulf Johansson
Director of Photography: Andrejz Sekuka
Executive Producer(s): Philippa Smith
Line Producer: Justine Madero
Editorial Company: Rock Paper Scissors
Editor: Carlos Arias
Executive Producer(s): Eve Kornblum
Post Producer: Ashley Bartell
Color Company: The Mill
Colorist: Mikey Rossiter
Music Track: Original Music
Music House: Beacon Street Studios
Composers: Andrew Feltenstein & John Nau
Mix Sound Company: One Thousand Birds
Mixer: Andrew Tracy