The Universal Cynic

Place this one under the header of "Adventures in Creative Contest Marketing."

I found this on the website for Wild Wing" -- a chain of Canadian restaurants specializing in the flapping part of the chicken that serves as a general accompaniment to beer. Anyway, as I clicked onto the page, the header left me rather perplexed. A contest for a No. 87 jersey -- baby blue in colour, dangerously similar to the Pittsburgh throwbacks? Penguins championship slogans on the bottom? A bad Photoshop attempt at someone who's supposed to look like Sidney? (Ed. Note: You'll notice they forgot the lipstick.) Yet, there's no mention of Crosby, the NHL, or the Penguins proper anywhere in the advertisement. Funny that.

The rules and regulations state that the prize is a "Sidney Crosby signed heritage jersey ... This deluxe framed piece features a Sidney Crosby signed heritage jersey combined with a custom Wild Wing plaque."

Oooh, classy.

Apparently someone is trying to get out paying for the use of Crosby's image and NHL signage. Too bad the results are more than suspect (not to mention laughable).