Timed to leverage excitement around the playoffs, this National Hockey League (NHL) campaign celebrates hockey’s history.
The initiative is spearheaded by a TV commercial, breaking on 12 May prior to the first game of the Stanley Cup playoffs conference finals, which highlights the greatest hockey players ever and the trophy that bears all of their names.
The campaign celebrates the fact that for more than a century, players have battled for hockey’s highest honour – to have their names etched onto the 125-year-old Stanley Cup.
The spot, called ‘Spelling’, features 23 players who each take turns simply spelling out the names of some of the greatest players.
The 60-second ad, developed alongside agency Baby Bear’s Porridge, aims to capture the ‘magnificence of having one’s name engraved on The Stanley Cup.
The players, who come from different eras and different teams and yet are all united by this singular accomplishment, are: Mike Bossy, Ray Bourque, Martin Brodeur, Bobby Clarke, Sidney Crosby, Phil Esposito, Sergei Fedorov, Wayne Gretzky, Bobby Hull, Brett Hull, Dave Keon, Mario Lemieux, Nicklas Lidstrom, Mike Modano, Mark Messier, Bobby Orr, Denis Potvin, Patrick Roy, Teemu Selanne, Billy Smith, Jonathan Toews, Bryan Trottier and Steve Yzerman.
The spot, which was directed by Samuel Bayer (Superprime Films) and edited by Steve Bell (Cutter Studios New York), closes weith the copy line ‘Every letter on the Stanley Cup is earned’.
“When you look at the Stanley Cup, the names jump out at you, and every one of them has a story,” said NHL EVP and chief brand officer Brian Jennings.
“When players get together and lift that cup for the first time, their emotions come pouring out. They’ve been dreaming about this moment since they were kids. The campaign focuses on that tradition.”
“Like previous Stanley Cup Final TV spots, ‘Spelling’ focuses on a revered tradition that is unique and deeply meaningful to hockey: the pride of having your name forever immortalized on the Stanley Cup,” continues Jennings.
The NHL’s focus on names is taken a step further with a ‘names On The Cup’ documentary that was first teased with a 25 May trailer spot.
This activation approach is further reflected in so much of the league’s previous work: including its 2015 Stanley Cup ‘What’s In A Name?’ campaign (see case study).
“In keeping with our yearlong celebration of 100 years of NHL hockey, it was only fitting that we spotlight 23 members of the 100 Greatest NHL Players who helped shape the first century of the League and future generations of the game.”
“[The Stanley Cup] is our best ambassador,” Jennings said. “It’s so recognizable and there’s so much equity in it. Even casual fans understand that each player gets his day to celebrate with the cup.”
Activative Comment:
This ad, which has notched up 139,418 YouTube views in its first two weeks, is part of the NHL’s ongoing centennial celebrations which have run right through the year.
Other aspects of the celebration saw all the players in the spot named to the NHL’s 100 Greatest Players of All Time and were honoured in a ceremony at the 2017 All-Star Game in Los Angeles earlier in the year.
The NHL Centennial Fan Arena, an interactive fan experience featuring the Stanley Cup and digital displays, video and other historical memorabilia is on a road trip tour visiting all NHL markets across North America in 2017.
This included a blended virtual/physical cup fan experience (see case study).
The Stanley Cup itself is one of the oldest trophies in professional sports and even pre-dates the foundation of the NHL Itself (which began 100 years ago).
It was back in 1892 that the cup was first donated by Sir Frederick Arthur, Lord Stanley of Preston, to ‘the championship hockey club of the Dominion of Canada’.
As well as celebrating its history, the league is also focusing on future generations of fans via initiatives such as ‘Learn to Play’ (which lowers the barrier to entry for playing hockey by providing free equipment to 4- to 8-year-olds).
While its ‘Future Goals’ program promotes STEM education in schools by offering hockey-related educational math and science modules to teachers.
“We’re always reaching to get younger [fans] and be more relevant,” adds Jennings.
“The younger generation values experiences like these. Quality storytelling is the bedrock of quality entertainment, so we’re making sure our players are also out there doing that.”
The NHL followed up this campaign immediately before the Stanley Cup Finals themselves got underway when it launched a ‘It Starts With A Dream’ trailer.
This TV/digital/social spot, debuting on 27 May, is part of the integrated promotional programme for the season’s climax between the Pittsburgh Penguins and the Nashville Predators.
This commercial is, of course, supported by a wide range of digital, social and experiential activity that includes an animated social series,
Hey, Gretzky what about that time when the #StanleyCup was "lost"?
NHL Animated: Stanley Cup Stories premieres tonight 8pm on @NHLNetwork! pic.twitter.com/AIZbrNIaRD
— NHL (@NHL) May 30, 2017
a greatest team in history fan vote,
The fans have spoken!
The NHL is counting down the Top 10 Greatest Teams during the #StanleyCup Final: https://t.co/FfRD1OYxjw pic.twitter.com/E8KWAJuncH— NHL (@NHL) May 30, 2017
a fan sweepstakes in harness with partner Geico running under the #GeicoCupCrazy hashtag,
No purchase necessary. 50 US/DC, 18+: https://t.co/tQVdbhEWdQ #GEICOCupCrazy
— NHL (@NHL) May 30, 2017
Can you recall? Tag your answer with #GEICOCupCrazy for a chance to win. #StanleyCup pic.twitter.com/SKJmilspFU
— NHL (@NHL) May 30, 2017
as well as all the usual real-time, game-related content
Malkin's still the playoff scoring leader.
Here's why.#StanelyCup pic.twitter.com/PgzXurZiD9
— NHL (@NHL) May 30, 2017
(much of which is preceded by sponsor bumpers from the likes of Orbit and Coors Light).
The cross-ice feed right on the tape of @csheary13 keeps the crowd going. #StanleyCup pic.twitter.com/ZfZcDr2juA
— NHL (@NHL) May 30, 2017
Links:
NHL
https://www.youtube.com/user/NHLVideo
