Amateur Hockey Players Treated Like Pros by Budweiser Canada

Great sports stunt timed to Super Bowl

Headshot of Tim Nudd

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. Flash mobs—I guess they're still good for something. Nice work by Anomaly.

@nudd Tim Nudd is a former creative editor of Adweek.