“From the plains of Saskatchewan to the suburbs of Ontario, kids dream of legendary hockey moments. That’s why we’re proud to support over 8,000 community teams from coast to coast. Because even if they don’t score the game-winning goal, every kid should know what being a hockey hero feels like.”
That’s the spiel with which Scotiabank glosses its new ad, “Hockey Dreams,” in heavy rotation during tonight’s opening game of the World Cup finals between Canada and Europe. Scotiabank, in case you missed it, is the Official Domestic Bank of The World Cup of Hockey as well as a title sponsor of the World Cup of Hockey Fan Village.
Charming, right? The ad, I mean. Not to mention Borgesian. Unwitting kids recreating famous hockey goals by way of some spontaneous alignment of the pan-Canadian road-hockey universe — great concept!
One strange detail: if you watch to the end, the Henderson goal, the Soviet defenders depicted in Frank Lennon’s famous photo have been mysteriously edited. That’s Vladislav Tretiak, of course, down on the ice; the defenceman is Yuri Lyapkin. Was. Maybe the ad agency couldn’t get a release to use the man’s image; or someone on the shoot saw this as their chance for (a kind of) immortality? Either way, in Scotiabank’s version, Liapkin has had his number, 25, scrubbed from his sweater, and he’s gained a beard, if not a whole new face.
Frank Lennon’s original 1972 photo:
Scotiabank’s newly barbered version: