A new series of "clever" Nike TV ads, which "may be the
first of their kind in pro sports," features Raptors players
"promoting" the Maple Leafs and Leafs players "plugging" the
Raptors, according to Chris Zelkovich of the TORONTO STAR.
In one spot, Raptors G Doug Christie does a "passable
impression" of Leafs PA announcer Paul Morris, and in
another, Raptors G Alvin Williams wears Leafs gloves while
preparing for a game. Another shows Christie and Williams
"on their knees, wielding miniature hockey sticks, using
shoes for goalposts and arguing over which one 'gets to be'"
Leafs C Mats Sundin. Nike Canada Marketing Dir Mike Allen:
"The whole point of the ads was to show that we're fans of
the Leafs and Raptors and we can have some fun." Maple
Leafs Sports & Ent. VP/Sales & Marketing Michael Downey said
that the cross-promo idea was Nikes. Downey noted the
players' willingness to do the spots, which are part of an
effort to "lure back fans" after the lockout: "You can see a
big difference in our team versus prior years. The guys are
really co-operative now" (TORONTO STAR, 3/30).
