Some of you may have seen this already, but Google has started running a new version of its Super Bowl ad. As far as I can tell, this ad is only running in Toronto, and it certainly seems to be targeting fans of a certain hockey team.
Not sure about you, but I'd say Google has done a pretty good job of understanding us.
Update: In case you're wondering, Google and Youtube have released an online app that makes it easy to create your own parody ads. Plenty of hockey ones are already showing up, including: