NEW YORK / CHICAGO – With the 2024 Stanley Cup Playoffs on the horizon, the NHL has launched an exciting new campaign that shines a spotlight on the passionate and sometimes quirky behaviors of hockey fans. The campaign, debuting today across the NHL’s digital and social media platforms, features three captivating commercials that humorously depict the extreme lengths to which fans will go to support their teams.
In one spot titled “Inked,” a devoted Vegas Golden Knights fan boldly gets a Stanley Cup championship tattoo before the playoffs even begin, exuding confidence in their team’s success. Another commercial, “Catfish Chronicles,” showcases a Nashville Predators supporter sneaking a dead catfish into the arena as part of a traditional good luck ritual. Lastly, “Separated Support” tells the tale of two Colorado Avalanche fans who decide to end their relationship after believing they bring bad luck to their team, only to witness the Avs winning the Stanley Cup after their split.
Casey Hall, Senior Vice President of Marketing & Branding for the NHL, expressed excitement about the campaign, noting that it celebrates the passion and dedication of hockey fans across the globe. Hall emphasized that while the commercials portray humorous scenarios, they also underscore the deep emotional connection fans have with their favorite teams.
The commercials will make their national television debut during tonight’s game broadcasts, including the highly anticipated matchup between the Minnesota Wild and the Los Angeles Kings on ESPN at 9:30 p.m. ET.
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As anticipation builds for the start of the Stanley Cup Playoffs on April 20, fans can look forward to comprehensive coverage across various networks in the United States and Canada, as well as internationally. Chad Broude, co-founder of Highdive, the creative agency behind the campaign, praised the ads for capturing the unique and unwavering devotion of NHL fans.
With the playoffs just around the corner, the NHL’s latest campaign serves as a reminder of the incredible passion that fuels the sport and unites fans worldwide in their love for the game.
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