PK Subban

Watch This: P.K. Subban sings Jingle Bells for Air Canada

The Montreal Canadien challenges Canadians to virtually carol

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.

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.

He also helped Sports Experts christen its new flagship retail location by filming a video tour of the store and appeared in a series of commercials for Scotiabank’s “Fifth Season” hockey program.

Air Canada has also posted its own rendition of “Jingle Bells” on its YouTube channel.

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