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Don't get overworked over Laraque booze ad

Monika Moravan, Toronto

Booze, babes, beefcake and ball hockey is a recipe that tends to cook up a frat boy’s fantasy weekend, not a kettle full of controversy. That’s exactly what Montreal Canadiens enforcer Georges Laraque brought to the front burner of Gary Bettman’s already over-heated stove thanks to the forward flashing his smile in an online ad for an alcohol-laced energy drink.

The whole production screams ‘parody’ and while I didn’t delight in the display of nubile vixens, I found this an entertaining way to waste a minute of my life.

I’ve spent most of my adult life working with men, and spent my childhood more apt to trading hockey cards or playing Lego with the boys on the block rather than picking out Barbie’s next outfit. No doubt that has skewed my sexism meter a bit differently than some of my female friends.

Women needing a husband’s signature to open bank accounts. Single women making more than men with families, but unable to get mortgages. Women being paid less for the same job because ‘he has a family to support.’ Those situations were not uncommon during my childhood.

This tempest in an NHL teapot isn’t worth burning any bras, unlike the situations listed above, especially not when good ones are so expensive.

Even through the visual assault of boobs and booty, I could clearly see this is a parody.

Despite the gratuitous display of mammaries, it kept crossing my mind that the biggest boobs were those gullible Guses who would buy into the hoopla, hook, line and snap shot. For those thinking ‘me want booze, me want caffeine, me buy, bring on chicks’ I hate to break it to you, but it ain’t gonna happen.

The issues that demands a second look here, unlike the video, is the hypocrisy of the NHL is banning players from being in alcohol ads while gleefully raking in the coin from concession stand kegs.


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