"The woman is dressed provocatively, and when she asks the player if he's ready, it's a double-entendre in my view. She's in the ad as a groomer, a sex object." Martha Burk should have seen the first cut of the 'My NHL' commercial. Keith Tkachuk took the place of the NHL gladiator, and when asked if he is ready, they quickly cut to the next scene and Keith and the provocatively dressed woman are seated at a Dunkin Donuts.
The NHL Marketeers really blew it though. As Erin Hicks points out in the Ottawa Sun, the commercial should have gone like this:
Carol Alt: "Ready?"
Alexei Yashin: "That depends ... am I in the final year of my contract?"