JOE THORNTON IS NO DUMMY

The San Jose Sharks have launched the first of their "Lousy / Great" TV spots for the upcoming hockey season, with NHL all-star Joe Thornton featured as a ventriloquist. Bob Kilburg wrote, produced and directed the entire campaign, including spots featuring Sharks players Dan Boyle, Rob Blake, Ryane Clowe, Joe Pavelski, Jody Shelley and Coach Todd McLellan. "The Sharks understand self-depricating humor, " said Kilburg. "The campaign makes these players look human...no big egos, just genuinely nice guys. And the fact is they are not only great guys but great hockey players." The Sharks and Kilburg are hoping to attract a broader audience than just pure hockey fans. "The guys have no problems laughing at themselves. The spots are as approachable as the players, " adds Kilburg. "I think that quality endears the organization to the general public."