Amateur Hockey Players Treated Like Pros by Budweiser Canada

Great sports stunt timed to Super Bowl

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

We've been focusing on the U.S. Super Bowl ads this week, but here's a good one that will air on the Canadian broadcast. Filmmakers told two recreational hockey teams in Port Credit, Ontario, that they were filming a hockey documentary—but it was actually Budweiser Canada, who surprised the amateurs by filling their empty stadium with cheering fans, cheerleaders and sportscasters, giving the feel of a pro game. As you can see in the clip, the players were stunned.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in