I'm not usually a fan of spots that rely on tons of CGI to make their point, but I have to admit I really like a new spot for Gatorade by Downtown Partners DDB in Toronto that shows what happens inside the head of Sidney Crosby, center for the Pittsburgh Penguins, as he prepares to take a shot on goal. Inside Crosby's head we find a veritable hive of activity, with a group of men dressed like air-traffic controllers gathered around a miniature hockey table with graphics reminiscent of a video game. Within the one minute spot there are tons of different, wacky things going on, including guys firing up massive boilers, another man searching through hundreds of pictures of the oposing goalie, there's even a line of emperor penguins marching along the ice. You literally have to watch it several times to catch everything. Which is fine, 'cos I'm sure it will be shown repeatedly during games and sports shows. Much more interesting than all those boring car spots. Too bad it only airs in Canada.
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Some sense of humor those Canadians... Heah?
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