Championing the National Hockey League (NHL)’s return to Disney’s media platforms, ESPN builds buzz ahead of the new season in a campaign that explores the humanity in hockey and the fans’ deep connection to the game.
Following the Disney-owned sports broadcaster’s new seven-year media-rights deal, the campaign is led by a 60-econd hero film trumpeting the start of the NHL 2021/22 season.
Created in harness with agency Fallon and helmed by Director Michael Lawrence, the ‘All For Hockey’ spot captures the passion and spirit of the sport’s true believers with scenes of young fans and players heading to rinks before sunrise, alongside NHL action and die-hard fan celebrations.
The commercial’s copy reads: “We’re not into hockey for the fame or the hype. We’re into hockey for this kid, and his mom. For the guys in Detroit cutting out early to catch a Wings game. And this man, watching the Habs on a TV older than the franchise.”
While its endline states “We’re fans too”.
‘All For Hockey’ debuted during ESPN’s Monday Night Football and spanned Disney networks and other platforms through the NHL season which began in October.
“We’ve aimed to show hockey as it really is, from an insider’s point of view—the grit, the early mornings, the speed and beauty, the skill, the history, the sacrifice,” explained ESPN EVP of Commercial Marketing and Networks Laura Gentile. “We shot this campaign as editorial—true-to-life—while capturing the nobility and dedication of the people and things that make hockey uniquely hockey,” Gentile says. “It’s the universal human truths that ‘All for Hockey’ seeks to convey in a way that respects the faithful, while inviting in more casual fans. We are speaking to sports fans, not only hockey fans. Whereas the connection to die-hard hockey fans is vital, we’re aiming to appeal to a broader audience and bring more fans into the game.”
Fallon created the campaign for an ESPN team which included EVP Of Marketing at ESPN & Networks Laura Gentile, EVP & GM Of ESPN+ Russell Wolff, VP Marketing Emeka Ofodile, Director Of Marketing Lucas Ferraro, Director Of ESPN+ Marketing Chris Blumberg, Marketing Coordinator Maddy Cooper.
The creative agency team at Fallon included Co-Chief Creative Officers Nikki Baker and Leslie Shaffer, Creative Director Charlie Wolff, Art Director Chris Berry, Copywriter: Matt Hunziker, Head of Production Erin Simle, Producer Kolter Ridge, Director of Business Affairs Brendan Lawrence, Account Director Payton Gallogly and Group Strategy Director Chad Koehnen.
Production was by Arts & Sciences with Director Michael Lawrence and Executive Producers Mal Ward and Christa Skotland, with Head of Production Milena Milicevic and Line Producer Matt MacLennan.
Editorial was handled by Charm School, VFX/Online by VOLT Studios, the post audio studio was SisterBoss with music by In House Music + Sound and the Director of Music was Christopher Wray.
Comment:
The new NHL broadcast rights deal saw Disney invest hundreds of million per year across ESPN, ESPN+, ABC and Hulu through the agreement.
The creative is intense in tone and includes regional shoutouts and plenty of knowing skating references.
Who knew that the phrase “Honest to Stan” means swearing on the Stanley Cup’, or spotted that the “Every bartender in Quincy” line namechecks a town near Boston that lives and dies with its Bruins support?
Activative feels that the campaign does a fine job drilling into the emotional heart of hockey fandom.
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