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Why Canon Went Skijoring For Its Epic New Winter Ad

Skiiing behind a horse? Sure, why not.

At first it seems like one of those made up XTREME!!! sports born out the mid-’90s, especially for the X-Games. Like skysurfing or street luge. But skijoring has quite a long tradition. The name comes from the Norwegian term for ski driving, and the sport itself was a demonstration sport in the 1928 Winter Olympics. Here, Canon and director Marcus Söderlund give it the epic journey treatment for the band’s ongoing “Come and See” series.

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