A man and a woman walk together through a supermarket. The man’s gaze falls on the chewing gum display, where he’s spotted jars of Sportlife. "Yeah, right,” he says in a sarcastic tone, “suddenly Sportlife also comes in jars." In response to this remark, a Ukrainian ice hockey team suddenly charges into view, covered from top to toe with Sportslife sponsoring. One of the players reprimands the man: these guys stand up for their sponsor. Like the jars of Sportlife, the hockey players are tough, big and there are lots of them. In return for the sponsorship, the players help consumers make the right choice. By explaining the jars many advantages: how they’re great for sharing, for example, and a real “chick magnet”!