The National Hockey League has launched a new TV campaign across the USA and Canada to promote Shop.NHL.com and NHLShop.CA – on desktop and mobile – themed around product authenticity and player personality.
Led by three commercials, which each carry authenticity messages about the official NHL licensed products, the creative features three current hockey stars: Vegas Golden Knights goalie Marc-Andre Fleury, Edmonton Oilers centre Connor McDavid and Dallas Stars centre Tyler Seguin.
The campaign, which was developed in collaboration with New York-based creative agency Baby Bear’s Porridge, explores some of the more whimsical traits of the players’ personalities as they read deliberately stilted scripts for comic effect.
Each 30-second spot features a narrative that sees the NHL stars approach hockey fans browsing the online store and comically reciting the product description for the item the fan is looking at to encourage them to purchase.
Thus, McDavid helps a young father choose a Oilers onesie for his new baby,
while Seguin makes an elevator pitch to try and convince a fan to buy an adidas Adizero authentic Stars jersey,
and Fleury tries to convince a Golden Knights supporter to purchase his favourite team’s Fanatics t-shirt.
The spots all aim to drive viewers online to the league’s digital and mobile purchasing platforms and close with the tagline ‘as official as official gets’.
The campaign was developed from a brief developed by the NHL’s chief brand officer Brian Jennings, its group marketing VP Casey Hall, marketing manager Josh Dubin, consumer goods VP Dave McCarthy, consumer products director Joslin Warren and consumer products coordinator Lauren Marinaro.
The Baby Bear Porridge team included creative directors Cliff Skeete and Bruce Jacobson, while the production company was Durable Goods, the director Neil Tardio, the producer Rebecca Wray, ediotiral was by Cutters and the editorial team included Steve Bell, Nick Chiou, Jackie Cohen and Austin Rauterkus. The editorial producers were Stephanie Rose and Patrick Casey, the editorial EP was Elizabeth Krajewski, the audio engineer was TJ Dumser, colour was handled by The Helm Creative, while the colourist was Lex Rudge.
Comment:
It’s not Christmas of Thanksgiving yet, but it seems its always the rights season for rights-holders to promote official merchandise purchasing.
Links:
NHL
https://www.youtube.com/user/NHLVideo
https://www.instagram.com/nhl/
