A bunch of young male hockey players on a team enter the locker room and begin undressing after a game. One checks his cell phone and his teammate playfully grabs the phone to see.
Reading from the phone text, he says,"Miss you, Theo Ekenborg?" Clearly he is surprised it's from another male. "Who's that?" he asks.
The other player fumbles for words, "It's…It's my boyfriend." All the other players stop and pay attention now. Then he adds, "We're celebrating our one year anniversary."
After a beat, the first player says, "Congrats! One year, that's not easy."
In the end you hear another guy in the background saying, "I know him. He looks amazing."
The basis for the ad is the unexpectedly positive result of the macho team players.