To most North Americans he's Jori Lehtera, St. Louis Blues center, fine puck distributor and habitual Vladimir Tarasenko linemate.
To his native Finns, Lehtera is more. What Chester Cheetah is to Cheetos…Lehtera is to a chip brand? In Finland?
Yes, according to this zany TV commercial that surfaced on YouTube Wednesday:
Lehtera stars as himself, being pitched by a scenery-chewing American to be the spokesman of Linkosuo Ruislastu chips. Cut to fantasy sequence including: Lehtera getting cozy with a blonde woman and showing off his ripped physique, a-la jeans model; Lehtera as an action movie hero; Lehtera as a governor? Lehtera as an astronaut? Yes. And he sells it all pretty well.
The chips are actually from a Finnish bakery. Linkosuo specializes in rye-based snacks. The mysterious woman Lehtera snuggles and later carries away from wreckage? His wife, Lotta Lehtera, a fitness model. As Finnish broadcaster Antti Makinen explained to me, Lotta's father, Timo Janne, just happens to be GM of Linkosuo. And it all makes sense now.
A little over the top for a rye chip company? Nah. It's fun. It would be nice the see more North American ads going this far. Connor McDavid, leading man? Why not? And we might as well say what we're all thinking: couldn't the World Cup ads be more like this?