Budweiser surprised two Ontario hockey teams with a stadium full of fans for a Super Bowl ad that will only air in Canada.
The teams, the Toronto Generals and the Les Amigos, were told that a documentary crew was interested in filming them for a film about recreational hockey. Instead, they were treated like the pros.
“It was a regular league game. They didn’t know it was Budweiser,” spokesperson Briar Wells told CityNews.ca. The company paid for the fans to cheer and to show up in each of the teams’ colours.
The teams arrived in Port Credit on Dec. 21, 2011 and were briefly held offsite, away from the arena. They were then bused in, Wells said.
That may have triggered some suspicions, but Budweiser kept them waiting until after the first period. Then, a Budweiser-branded Zamboni came out to clean the ice.
“Three minutes into the second period, the fans came out and the players went crazy,” said Wells, who was at the game.
Mascots roamed the stands, cheering fans clapped thunder sticks and, yes, some of the Bud Girls showed up with painted stomachs.
There were sportscasters, trainers, and a detailed play-by-play.
“We talked about it afterwards as a team. We all felt that we had just experienced a bucket list event and we all felt very lucky to have been a part of it,” Amigos captain Alex MacKenzie said in a statement.
“The energy on our bench was unbelievable and for a brief moment we all felt like we were living the hockey dream.”
Generals captain Joseph Papa agreed: “As the excitement in the arena continued to build, so did our energy and our determination to win. There was no way we were going to lose this game!"
After a high-intensity overtime period, the Generals won 4-3.
Check out the commercial in the video.