From getting premature tattoos to smuggling dead fish into the rink, the National Hockey League has plenty of real-life fan antics to share.
Today, in celebration of the 2024 Stanley Cup Playoffs, which begin on April 20th, the National Hockey League (NHL) released its latest marketing masterpiece, a series of commercials that take a deep dive into the eccentricities of hockey fans.
The three spots, titled “Tattoo,” “Catfish,” and “Not Together,” will help fans fall in love with the team's quest for the Stanley Cup, even if it means doing something totally outlandish. We're highlighting ways to show your support.
The first spot, “Tattoo,” depicts a die-hard Las Vegas Golden Knights fan who got a Stanley Cup Championship tattooed on his arm before the 2019 playoffs began, and the hilarity begins. “This is our year,” he declared. Sadly for Dave, fate had other plans.
Next up is “Catfish,” about a Nashville Predators fan's daring mission to smuggle a dead catfish into an arena in shrink-wrap. He evaded the guards and threw the fish onto the ice.
Finally, “Not Together” tells the story of two Colorado Avalanche fans who believed their relationship was cursed after they lost when they watched a game together.
“This campaign celebrates the extreme and sometimes absurd ways hockey fans show passion and dedication to their favorite teams,” said Casey Hall, senior vice president of marketing and branding for the National Hockey League, in a statement. It is a thing,” he said. “Three unique and fun stories are highlighted in these spots, but the idea that 'love will do crazy things' is a universal theme that connects with his fans around the world.” ”
The creative agency behind this campaign is Highdive.
Chad Brood, co-founder of HiDive, commented: These “crazy love stories” are actually inspired by true stories we found where fans show their admiration and devotion to their team, from getting a tattoo to throwing a dead catfish onto the ice. I have drawn another picture to show you how. The playoffs are a special time for NHL fans, and we wanted to pay homage to everything our teams do to get to the Finals with this spot. ”
The spot launches today on the NHL's digital and social media platforms, then debuts on national television during game broadcasts, including tonight's Minnesota Wild vs. Los Angeles Kings game at 9:30 p.m. ET on ESPN .
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