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This McDonald's ad, created by Cossette, is airing in Canada to promote its Ice Heroes hockey cards offer.

The spot opens with a bald man at one table looking through his hockey cards and a father and son at another. The father, who has a substantial beard, notices that the man has the card his son needs and offers to trade for it.

The bald man refuses so the father presses him in an old Western style asking first what he wants for it, then what he needs.

The ad cuts back to the father, now cleanly shaven, and then pans across to show the bald man sporting his beard as a wig.