Chris Stapleton has captured attention once again with his latest Super Bowl ad, emphasizing its “very non-AI” approach. Known for his soulful rendition of the National Anthem at the 2023 Super Bowl, Stapleton’s genuine artistry resonates in his new commercial for Traveller whiskey. This article explores Stapleton’s unique perspective on authenticity, his collaboration with the Buffalo Trace Distillery, and his road ahead in music.
The Essence of Authenticity in a “Very Non-AI” Ad
Chris Stapleton’s National Anthem performance at the 2023 Super Bowl remains unforgettable, praised for its authenticity and emotional impact. In his new ad for Traveller whiskey, Stapleton revisits the simplicity and sincerity that characterized his rendition. According to Stapleton, the commercial was filmed without any artificial influence, capturing the essence of real life. “It’s a very non-AI commercial,” he quipped, emphasizing the genuine nature of the production.
The 30-second spot showcases Stapleton preparing for the anthem, with Traveller whiskey subtly featured. As he walks through the stadium tunnel, the ad mirrors the anticipation of his performance at the 50-yard line, creating a perfect blend of music and storytelling.
A Bold Investment in Storytelling
The creation of a “very non-AI” ad isn’t cheap. Reports suggest airing a 30-second commercial during the Super Bowl can cost upwards of $8 million. Fortunately, the Sazerac Company foots the bill, allowing Stapleton to focus on delivering moments that resonate with viewers. Stapleton stated, “The Super Bowl is historically the big stage for commercials, so we’re hoping to create a moment.” This captures his commitment to authenticity and storytelling beyond the music.
The Launch of Traveller Whiskey
In 2024, Chris Stapleton launched his Traveller whiskey in collaboration with Buffalo Trace Distillery. The partnership culminated in a new whiskey blend, Traveller Full Proof, set for release later this month. Stapleton, a fan of stronger bourbons, shared, “I was always more of a high-proof, barrel-proof guy.” His venture into the whiskey world complements his music, offering fans a taste of his roots in Kentucky.
Stapleton’s Evolving Musical Journey
Chris Stapleton’s All-American Road Show Tour, which began in 2017, resumes this May, continuing its path to becoming legendary. As he collaborates with his wife, Morgane Stapleton, on selecting supporting acts, he ensures each performance is unique. This year, the lineup includes Carter Faith, Molly Tuttle, Maggie Rose, and Lainey Wilson, promising diverse musical experiences for audiences.
R&B talent Allen Stone, another performer joining the tour, earns high praise from Stapleton. “Allen Stone is great, man,” he said, highlighting Stone’s remarkable skills and character. The tour promises to blend genres and introduce fans to an eclectic mix of music.
At the recent Grammy Awards, Stapleton took home his 12th trophy for “Bad As I Used to Be.” Although fans might anticipate more new music, Stapleton humorously noted his lack of recent songwriting, replying simply, “Nope!” to questions about writing fresh material.
