“Sunny becoming cloudy by midday with a few showers in the afternoon is the forecast for the Montreal area:” that was the weather the local Gazette was promising for Saturday, September 2, 1972. Of course, the deluge in Montreal came in the evening, 49 years ago, on Forum ice, when Canada’s confident hockey team defied (homegrown) prognosticators and stumbled to a 7-3 defeat at the sticks of the visitors from the Soviet Union. The vodka ad here ran in the Toronto Sun’s special Summit Series edition that morning, the cover of which appears below. The headline on Ted Blackman’s column in Monday morning’s Gazette: “A dark day, Sept. 2, 1972: when pride turned to trauma.”
puckstruck 
Enjoy your website a lot. Noticed this piece about the eve of the 72 Summit Series, and the “If They Can Play Hockey, We Can Make Vodka” advertisement.
What you may or may not know is that after the traumatic first game, when the Soviets handed us such a startling defeat, the ad ran again, only this time with the “If” crossed out.
A delightful, rueful, witty piece of advertising. Probably the only laugh to be heard at that point.
That’s great … did not know this. Now I’ll have to track down that second ad. Cheers and many thanks.