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When an American professor wanted to study the impact of celebrity endorsements on political views a decade ago, he used a statement by Wayne Gretzky to gauge the fame effect.

The hockey legend’s comment was controversial — calling George W. Bush a great president whose invasion of Iraq was justified — but his brand made it clearly more palatable to research participants, the study concluded.

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Friday, that potent influence moved from the academic to the real world, as Gretzky endorsed Stephen Harper in the midst of an election that’s too close to call.

At a campaign rally in downtown Toronto, local Conservative candidates arrayed in rows behind them, Harper and Gretzky sat on easy chairs and talked hockey, the prime minister playing the role of interviewer. Finally, he raised the election and asked for some “advice” on leadership.

“I think you’ve been an unreal prime minister, you’ve been wonderful to all the country,” Gretzky replied, as the audience of party faithful rose in a standing ovation. “I wish you nothing but the most success … and best of luck to the country, the greatest country in the world.”