The NHL has produced some absolutely stirring commercials in the last several years during the Stanley Cup Playoffs. There are probably more people that remember “Cup Raise” than remember any of the details of the 2008 Stanley Cup Final.
As one might expect, this year’s ad – developed by the New York-based ad agency Baby Bear’s Porridge in conjunction with the NHL – is caked in nostalgia, in keeping with their centennial celebration.
Take a look at “Spelling,” the NHL’s newest playoff ad:
Well that was fun. Like a living crossword puzzle, combined with an NHL Legends’ game.
From the NHL:
In keeping with the NHL’s yearlong Centennial Celebration, 23 members of the 100 Greatest NHL Players are featured in the spot – names that are synonymous with winning the Stanley Cup – Mario Lemieux, Wayne Gretzky, Phil Esposito, Mike Modano, Bobby Orr, Sidney Crosby, Martin Brodeur, Jonathan Toews, Teemu Selanne, Dave Keon, Bobby Hull, Brett Hull, Mark Messier, Sergei Fedorov, Patrick Roy, Ray Bourque, Steve Yzerman, Mike Bossy, Bobby Clarke, Dennis Potvin, Billy Smith, Nicklas Lidstrom and Bryan Trottier.
A few reactions:
* The more Teemu, the better, we’ve always said.
* You have to give the NHL and its ad partners credit for finding new ways to fetishize the Stanley Cup. We’ve covered raising it and partying with it and crying next to it, so engraving would seem to be the next logical move. And getting your name on the Cup is a unique honor to hockey and something you totally have to earn unless you’re Basil Pocklington.
* Instead of ending with Bobby Orr, they should have ended on Jonathan Toews saying “but it’s pronounced ‘TAVES.’” We’re just handing out great ideas like candy over here.
* Bobby Hull again, huh guys? Like, this literally doesn’t mean anything to you?
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