The NHL’s “History Will Be Made” commercials hit all the right notes when it came to hockey advertising. They highlighted great moments from NHL history, combined them with an interesting rewind gimmick, then applied the same formula to great moments from the Stanley Cup playoffs, suggesting that those moments would also become legendary.
It was also a formula that was perfect for homage and parody, as hockey fans everywhere made their own “History will be made” commercials providing a wealth of free advertising for the NHL. It was, essentially, the perfect marketing campaign.
Then there was the absolute tear-jerking perfection of the NHL’s “No Words” commercial. I get choked up every time Teemu has to cover his face with his hat.
The NHL’s new playoff commercials, however, have fallen a little flat. The theme is “Because it’s the Cup,” and the initial offering is designed to court the casual fan, portraying the NHL playoffs as a great excuse for gathering together socially. The line “Because in hockey, there are two halftimes” definitely made me cringe. What’s worse, “Two Halftimes” is the official title of the commercial.
Now the NHL has begun trotting out their team specific commercials, and they’re a bit more on the mark. The Canucks get a Sedin-centric commercial that is all about togetherness.
For those reading this at work or school, here’s a quick transcript:
Because they’ve always played together
Because they were drafted together
Because they’ve won scoring titles together
Because they won gold together
Because all that’s left is winning hockey’s ultimate prize…together
Because it’s the Cup
I have to say, written out like that, the anaphora gives it a nicely poetic feel. One of the downsides to this advertising campaign, however, is the need for voiceover. One of the beautiful elements of the “History Will Be Made” and “No Words” campaigns is that there was no narration.
Here are a few more thoughts:
- I love that they used a shot from their 2011 summer training of them roller-blading in identical skates. We had some fun with that video when it first came out as inline skates are so perfectly evocative of the 90′s. Someone watching the commercial could be forgiven for thinking that shot came from their pre-NHL days training in Sweden as teenagers, especially since it’s sandwiched in between shots of the Sedins as chubby-cheeked youngsters. Heck, it’s possible the commercial’s editor mistook it for a shot from the 90′s.
- Biggest revelation of the commercial: “D. Sedin” and H. Sedin” jerseys with the number “99″ don’t count as jersey fouls, as long as they’re jerseys from the right era. After all, the Sedins got official Canucks jerseys with their names on them at the 1999 NHL Entry Draft with “99″ on the back, even though “99″ is retired league-wide for Wayne Gretzky. Then again, the NHL actively promotes jersey fouls in their own commercials.
- This means that any draft pick from the first round in 1999 can have a “99″ jersey without it being a foul. I need to get an Atlanta Thrashers #99 Patrik Stefan jersey.
- This commercial misses out on a number of other things the Sedins have done together. For instance, they did the cabbage patch at a bachelor party for loonies and toonies.
- I greatly appreciate that they included the symmetry of a goal by Daniel assisted by Henrik and a goal by Henrik assisted by Daniel. It really enhances the theme of togetherness. What really nails it down, of course, is the shot of them creepily drinking Gatorade in exact unison.
- It really is quite remarkable to reflect on the accomplishments of the Sedins at this point in their careers. The Sedins are just 31 years old and have already won an Art Ross each, a Hart and Ted Lindsay Award, and Olympic gold medals. All that’s left is the Stanley Cup.
- Is anyone else ready for the playoffs to start, like, right now? Job done, commercial, job done.
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V
March 22, 2012The perfect unison of the Gatorade-drinking had me laughing out loud.
And let’s be honest, I’ve been ready for the playoffs for better than a month already. It has nothing to do with the campaign, and everything to do with hoping to see some fired-up hockey again.
D
March 22, 2012Anyone else creeped out by the narrator’s voice?
Steve
March 22, 2012Nope.
joemango
March 22, 2012yes, totally
Brent
March 24, 2012Only thing that creeped me out was when they were dancing at the bachelor party. They just looked so awkward and nerdy.
But had forgotten about that commercial, it was a good one.
obituary mambo
March 28, 2012Truly epic in its awesomeness. I still crack up every time I see it. An oldie but a goody.
Locode
March 22, 2012worst voiceover ever.
Jeff
March 22, 2012Yeah, you’d think they’d have enough money to hire an actor…
PITBFan
March 22, 2012I’m dying….DYING….over the Swedish Twins commercial. How did I miss that before??
cathylu
March 23, 2012I had never seen it before either! High-larious! I showed my husband and I thought he was going to hurt himself, he was laughing so hard.
Abby
March 22, 2012Yes. Nine more games. Feels like we’re dragging our collective heels in anticipation.
Also, one thing I really enjoyed about this commercia,l was that the Sedins really were shown as the class act, talented players that they are and were given that respect by the makers. I like how they get showcased by this commercial.
(tho’, drinking Gatorade in unison was sincerely creepy. If it was any other two players, I’d suspect it was staged, but with their wizardous Sedin minds…)
iceman
March 22, 2012There will never be another set of twin athletes who achieve great things “together” like Sedins, period.
tom selleck's moustache
March 22, 2012Had no idea what an anaphora was before reading this so I had to look it up. Apparently, the commercial could also be considered an epiphora as well. Learn something new everyday. Thanks, Daniel!
Brandon
March 22, 2012What’s amazing about the gatorade drink isn’t just the gatorade, but almost every mannerism is identical. Putting the glove on, rest left hand on boards, lean forwards. They gotta choreograph this stuff.
J21
March 23, 2012“◦Is anyone else ready for the playoffs to start, like, right now? “
Not with Daniel hurt, nope. The Canucks haven’t scored much in a long time, and I think they’ll have a lot of trouble doing so without their leading goal-getter.