This radio spot takes an infamous rant against refugees by iconic hockey commentator Don Cherry that polarized our country during hockey season (while there was a hockey season) and deconstructs it to turn it into a positive statement, using only his words.
Yes, it's a clever reversal, a bit like the "Truth" ads from RECREAR that reverses the copy which won a silver in Cannes back in 2006. Except this one is of course based on a real soundbyte, that with some smart mixing changed meaning completely. Very clever.
