P.K. Subban can add one more brand to his already impressive CV of ad work: Air Canada.
Earlier this week the Montreal Canadiens defenceman tweeted out a challenge to Canadian consumers to join him in virtually caroling for the Air Canada Foundation. The idea behind the campaign is to “let every sick child across the country” hear Christmas carols recorded by consumers and posted on social media.
He kicked off the campaign, which is benefitting Children’s Miracle Network’s pediatric hospitals, by singing “Jingle Bells” with a group of children.
— P.K. Subban (@PKSubban1) December 15, 2015
The Canadian hockey star’s first target was a big one – prime minister Justin Trudeau. On Wednesday he tweeted out a video challenging Trudeau to join the campaign and record his own holiday sing-along video.
The Air Canada campaign marks the latest in a string of high profile brand deals for Subban, who has become a highly sought-after name in the world of sports marketing. In June, Subban signed deals with both Samsung and Gatorade, then in September he appeared alongside his father and two brothers in a campaign for RW&CO.
Air Canada has also posted its own rendition of “Jingle Bells” on its YouTube channel.