This is a cool example of using a sport celebrity in a commercial. Afinogenov is a famous Russian hockey player. He appears in an elevator, in that particular moment when the guys are discussing his game in a very negative way, saying that he hardly could score a goal being a meter away from a gate. Doors close and they find him behind. Afinogenov estimates a distance to them saying: “A meter away? Easy!”

This commercial was done for a new service of the Russian cell provider – a hockey video portal.