Feeling left out of the Super Bowl Sunday ad frenzy? Don’t worry Canadians: Budweiser’s not afraid to sell to you, too.

A commercial premiering during football’s biggest night of the year hits Canadians in their soft spot: hockey.

The ad, titled “Home of Goals,” shows the benevolent Budweiser bringing “Red Lights” to Soucy Baron, a factory in Saint-Jérôme, Que. that makes the NHL’s official pucks. The synchronized lights were introduced by the company in 2013 as a fan giveaway — they light up and blow a horn whenever your favourite hockey team scores a goal.

At Soucy Baron, there are hugs, there are tears and the workers get flown in a private plane to see a Canadiens game.

It’s pretty much what you’d expect — the premise makes as much sense as an ad for Tim Hortons as it does for beer. Take a look: