This commercial advertises the popular energy drink Amp. The company has shown that they’ve identified their target segment and successfully positioned themselves within that target segment. The commercial features popular hockey goalkeepers yelling insults at each other with lightning fast response times, only throwing off one of the keepers yells an insult in a foreign language. Airing this kind of commercial in Western Canada, particularly Vancouver, is a very strategic decision by management. They are targeting avid hockey fans of a younger generation that are familiar with the explicative’s bantered between the goalkeepers. This commercial grabs the attention of this target segment, and then tells them that you can achieve lightning fast reaction times if they consume the featured energy drink.