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NEW YORK A new spot for Gatorade by Downtown Partners DDB in Toronto, airing exclusively in Canada, reveals what happens inside the head of Sidney Crosby, center for the Pittsburgh Penguins, as he prepares to take a shot on goal.
As Crosby, the youngest player with two 100-point NHL seasons barrels toward the goalie, the camera zooms onto, and eventually smacks into, the back of his head.
Inside, we find a group of men dressed like air-traffic controllers gathered around a miniature hockey table with graphics reminiscent of a video game.
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