Bruce Urban is about to set off another promotional landmine.
The owner of the Edmonton Rush is slated to place a second ad in an opposition's hometown paper to stir up some emotions. Urban expects his next ad to appear in Thursday's edition of the Toronto Sun, which will set the stage for Friday's encounter between the Rush and Rock.
"I want to make a statement," said Urban. "This is a huge opportunity for us. We're 0-3, the Rock is 0-4. If we can come back and finish the year with a .500 record, it will prove that we're not quitters. It's a challenge for us."
The ad in Toronto is still being completed although Urban said some language he wanted in it may have been deemed too racy. He did say that the final line is likely to be "P.S. Keep your hands off our Alberta oil."
During training camp, Urban said he wanted to stoke the rivalry between the Rock and Rush with an ad that portrayed Edmonton goaltender Pat Campbell challenging Toronto's tough guy Tim O'Brien to a fight. The two players are friends off the floor but have fought before - during the Ontario summer season.
Urban's first controversial ad appeared two weeks ago in the Calgary Sun, which suggested the Rush were going to open a can of "whoop-ass" on the Roughnecks. The ad got some chuckles in Calgary but also anger from players, including Calgary captain Tracey Kelusky.
The Rush owner, who was decked out in jeans sporting stitched-on NLL logos at Saturday's game, was not impressed by his club's performance during the second and third quarters of the 12-9 loss to the Roughnecks. Urban wasn't concerned that publicly stating his views would earn him a reputation as a meddlesome owner in the vain of New York Yankees boss George Steinbrenner.
"(Head coach) Paul Day knows I'm disappointed but I've never phoned him and said that he had to do this or that,"said Urban.
"I've never stepped into the dressing room once and I've never told a player what he should be doing. But I think I've earned the right as owner to speak my mind.
"We've proven we can compete, but why do we need to be getting our asses kicked before we dig down deep? We need to show more character and a killer attitude. This is a game of momentum, and maybe we need to be making more forceful hits or maybe go after somebody and get into a fight to get momentum on our side."