Objective: To reinforce the Cage Aux Sports position as 'the' sports bar destination in Quebec.Concept: We used well-known athletes and had them recall one of their greatest achievements. By cutting at a crucial moment to inside a Cage Aux Sports restaurant, we let it seem like the achievement was caused by something a fan yelled to the TV. In this case George St-Pierre, the UFC champion, talks about one of his most famous bouts.