Marketing
Steelback commercials from 2002 to 2007 always starred Frank D'Angelo and presented him as a known celebrity (although he was relatively unknown) and the face of Steelback. He has said that "I am the Brand". Steelback invested around $15M per year on advertising.
The low budget ads were often shown in high-cost slots during Hockey Night In Canada broadcasts. Hockey related spots starred him and hockey celebrities such as Shayne Corson, Darcy Tucker and Phil Esposito. In one commercial, he interviewed Ben Johnson in a pretend talk show titled 'Being Frank'
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