With the momentum of the NHL playoffs, Budweiser Canada released a timely viral video that should hit home with hockey enthusiasts.

Building on their successful red light helmet concept along with their guerrilla marketing red light blimp for team Canada during the winter Olympics, the brand once again is making a relevant connection with hockey fans in Canada. Hockey is a cultural passion like Futbol is in Brazil and MLB is in the USA. At early ages, kids live out their dreams, reenact their favorite moments and most of all, develop their skills. These are done not on traditional fields, but the streets they live on.

A street in Canada was named by is residents “Hockey Street.” The Budweiser brand helped give the street the recognition it deserved and demonstrated the brands promise and commitment to hockey – even without an expensive league sponsorship.