VIDEO: this new Raptors ad is kind of amazing

VIDEO: this new Raptors ad is kind of amazing

Suddenly, Drake’s “global ambassador” deal with the Toronto Raptors makes perfect sense. The video below, released on YouTube yesterday, looks and sounds like a Nike ad. It’s perfectly calibrated to stoke national pride—the tagline is “We The North”—while at the same time imbuing the Raptors with ineffable cool through the magic of symbolism. (There’s a wolf! And a basketball net on fire!)

The Globe reports that this is just the first of many similar promotional efforts to come, and that Drake has been a key player in crafting the look and feel of the campaign.

None of this would necessarily matter if the Raptors were still playing poorly, but it so happens that this is now their best season ever. Ride that wave, guys.