# Apologetic Basketball Ads Canada Basketball Celebrated the Sport's Anniversary by Saying "Sorry" By Riley von Niessen | Published 2016-07-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/canada-basketball References: [marketingmag](http://www.marketingmag.ca/advertising/canada-basketball-says-sorry-in-new-psa-178949) & [basketball](http://www.basketball.ca/en) [Canada Basketball](https://www.trendhunter.com/trends/canada-basketball1) released a comical video titled 'Sorry' to poke fun at the Canadian stereotype of always feeling the need to apologize. It was reportedly filmed in 13 different locations throughout Toronto, showing casing a diverse range of athletes as they play. The video was made as a means to celebrate the 125th anniversary of the sport, showing [Raptors](https://www.trendhunter.com/trends/jurassic-park-themed-1) players, Olympic athletes and also making sure to incorporate Canadian legend Steve Nash. The players apologize for everything in the Canada basketball ad, from getting the ball away from their opponent, to getting in someone's way when walking through a door. Chad Borlase, the creative director of SapientNitro, described the celebratory ad by saying that it was an acknowledgement to the "nice quirks" of Canadians "while also being proud about who we are and what we can achieve on the world stage." ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 21% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### Key Themes Behind This Trend - **Comedic Advertising:** Opportunities for brands to create humorous and entertaining ads that resonate with their target audience. - **Cultural Stereotype Reversal:** Reversing common stereotypes in advertising to challenge perceptions and create a more inclusive narrative. - **Sports Anniversary Celebrations:** Opportunities for sports organizations and brands to celebrate milestones and engage with fans through creative campaigns. ### Where This Applies - **Advertising & Marketing:** Advertising agencies can leverage comedic approaches to create memorable campaigns and drive brand awareness. - **Sports Entertainment:** Sports organizations can capitalize on milestone anniversaries to engage fans and foster a sense of community. - **Film & Video Production:** Production companies can explore creating humorous and relatable content for brands looking to make an impact through storytelling. ## Related on Trend Hunter - [Custom Apparel Sports Partnerships](https://www.trendhunter.com/trends/canada-basketball1.md) - [Athlete-Starring Film Ads](https://www.trendhunter.com/trends/jurassic-park-themed-1.md) - [Nostalgic Hockey-Inspired Qsr Campaigns](https://www.trendhunter.com/trends/hockey-song.md) - [Hilarious Shawarma Soccer Ads](https://www.trendhunter.com/trends/ad-for-osmows.md) - [NBA-Honouring Flight Designs](https://www.trendhunter.com/trends/vince-carter.md) - [Olympic Meal Delivery Campaigns](https://www.trendhunter.com/trends/skipthedishes.md) - [Winterized Basketball Courts](https://www.trendhunter.com/trends/kfc-1.md) - [Canadian Fan-Based Campaigns](https://www.trendhunter.com/trends/performance-enhancing-canadians.md) - [Reimagined Holiday Spots](https://www.trendhunter.com/trends/nba-jingle-hoops.md)