You'll need sound to appreciate this one. Canadians love ice hockey hey?
These type of banners are a catch 22. You have to get the user to click to get the impact from the ad and you cant reveal the punch line. The user will think it'll just click through and at the start there's no brand so it's like a lucky banner click dip. You could have had this expand on roll over but you would not have been able to use sound, which is what the concept revolves around.
This might have been a better TVC for the reasons above.