What's buzzing:

Buzzing The Net

World junior championship: ‘Hockey is ours’ ad campaign hits home (VIDEO)

Neate Sager
Buzzing The Net

Right on time for a world junior championship in the midst of the NHL's soul-sucking, self-immolating lockout comes a commercial that might strike Canadians like a Gordie Howe elbow in the abdominal region.

Winnipeg Jets first-round pick Mark Scheifele — "what are ya gonna do, take my stick away?" — is among the Canadian hockey personalities in Nike's new 'Hockey Is Ours' ad campaign. It's been online for a while, but much of Canada experienced the full gamut of it on Thursday during Team Canada's first exhibition game against Finland.

National Hockey League commissioner Gary Bettman and 30 owners decide where and when the top tier of the pro hockey is played. Sweden, Russia and the U.S. have also won the past three IIHF world U20 championships, a trend Canada is out to change when the tournament opens Boxing Day in Ufa, Russia. Forgive, us, though, for taking ownership of the sport when the business of the sport has stumbled so badly.

Using frozen hamburgers as pucks? Never thought of it. There is a who's-who of players who have helped bring Canada hockey glory, including Ontario Hockey League alumni P.K. Subban and Steven Stamkos, who played for the Belleville Bulls and Sarnia Sting respectively before taking the big stage. Tessa Bonhomme, the standout forward who will help Canada try to defend its world women's hockey title against the Americans this spring at the IIHF championship in Ottawa, also stars.

(Stamkos is shown holding up the spoils of a day spent ice-fishing, although one wonders when he had time to do that in reality while he was chasing his hockey dream, becoming a first overall pick of the Tampa Bay Lightning and having a 60-goal season.)

Quibbles and questions about a multinational such as Nike packaging Canadiana and selling it back to us, it's very evocative of what we purport to be. Ultimately, it's just one more reminder of how badly the country thinks it needs to see 22 teenagers win the gold in Ufa on Jan. 5.

View Comments (107)
  • IOC kicks off proceedings for 2022 winter Games host vote

    The Chinese capital, banking on the country's financial clout and the city's past Olympic experience from hosting the summer 2008 Games, has emerged as the clear frontrunner as it looks to become the first city to be awarded both summer and winter … More »

    Reuters - 4 minutes 16 seconds ago
  • Not so hard for 'Big Easy' after kidney stone worries

    Not so hard for 'Big Easy' after kidney stone worries

    (Reuters) - Ernie Els put behind him a fear over potential kidney stones and the disadvantage of no pre-tournament practice rounds this week as he surged into contention for the Quicken Loans National in Virginia on Thursday. The big South African, … More »

    Reuters - 9 minutes ago
  • Packers offense opens training camp with running start

    Packers offense opens training camp with running start

    The Green Bay Packers got off to a running start at training camp. Coach Mike McCarthy wouldn't have it any other way for the NFL's highest-scoring team last season. ''The tempo of practice was what I was looking for,'' McCarthy said Thursday. … More »

    AP - Sports - 11 minutes ago
  • Olympics-IOC kicks off proceedings for 2022 winter Games host vote

    The Chinese capital, banking on the country's financial clout and the city's past Olympic experience from hosting the summer 2008 Games, has emerged as the clear frontrunner as it looks to become the first city to be awarded both summer and winter … More »

    Reuters - 12 minutes ago
  • Golf-Not so hard for 'Big Easy' after kidney stone worries

    Ernie Els put behind him a fear over potential kidney stones and the disadvantage of no pre-tournament practice rounds this week as he surged into contention for the Quicken Loans National in Virginia on Thursday. The big South African, who has … More »

    Reuters - 13 minutes ago