http://www.youtube.com/watch?v=y0qZYqdsYAg&feature=player_embedded This is a Budweiser ad airing in Canada for the Super Bowl. I just have to say it's a shame it's not airing in the states, because it just might be the best beer commercial (or branding) I've seen. Not sure if Bud thinks Canadians are more cultured than Americans or just less interested in kicks to the groin or scantily clad women, but I think this ad despite it's focus on hockey would be a winner in whatever market we it ran in.
Just because Americans don't love hockey because this ad is so powerful emotionally it just plain works. Any weekend athlete can appreciate what those players felt playing that game under those circumstances.
It tells a great story about Bud too, it speaks to their values, and who their beer is for. You can't do better than that.