With Sven's past of making axe handles, it was no surprise when he was approached by an axe making company to be the front figure for their newest model. Usually they put Canadian lumberjacks front and center, but this company's marketing officer thought Canadians were too expensive. And instead opted for a Swedish hockey player with an axe history. At least hockey is still very Canadian.

All went well during contracts, shooting, and launch of the campaign. But not too long after the new model hit the shelf a bunch of complains, claims and lawsuits started hitting the company. Apparently their QA department hadn't been as thorough as one would hope and axe company would be. The axe head wasn't properly fitted onto the axe handle, and had a 1 in 1000 chance to come flying off with every swing. Of course, this wasn't very safe and a bunch of customers wanted the company to pay for damages done by the flying axe to their sheds, vehicles, and people. After less than a month on the market, the new model was recalled.