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: