April 5, 2006--New York Rangers goaltender Henrik Lundqvist, Nashville Predators forward Paul Kariya and Tampa Bay Lightning forward Martin St. Louis are among the National Hockey League players who will be featured in a new marketing advertising campaign that will celebrate the start of the Stanley Cup Playoffs. Players from each of the 16 playoff-bound teams will appear in the "My Stanley Cup" ads, which will debut during the April 8 NHL on NBC broadcast and will be shown throughout the United States and Canada, including primetime programming on NBC and cable networks.
"The NHL has always done a great job in depicting the excitement of our game," said St. Louis, who played a key role in the Lightning's 2004 Stanley Cup Championship. "Having NHL players in these promos will give fans insight into what it really means to compete for the Cup."
Written and produced by NHL Productions under the direction of Ken Rosen, Executive Producer, the broadcast promos include both NHL game action and dramatic player shots set to heart-pounding music, all designed to convey the emotions that NHL players and fans experience in the quest for the most revered trophy in all of sports. The emotions build with each successive Stanley Cup playoff series.
"We wanted the campaign to match the quality and drama of the `My NHL' regular-season campaign, while featuring the skills and personality of the players," said Ed Horne, President, NHL Enterprises. "The 'My Stanley Cup' campaign conveys the dedication, intensity and sacrifice the players and fans share to claim Lord Stanley's Cup."
With voiceover narration from actor Kiefer Sutherland of the television series "24," the first ad features Kariya, Lundqvist, Simon Gagne of the Philadelphia Flyers and Mike Grier of the Buffalo Sabres. The second spot, voiced by actor and comedian Denis Leary of "Rescue Me," features St. Louis, Vincent Lecavalier and Brad Richards of the Lightning; Rod Brind'Amour of the Carolina Hurricanes; Ed Jovanovski of the Vancouver Canucks; Brendan Shanahan, Kris Draper and Henrik Zetterberg of the Detroit Red Wings; and Robert Esche of the Flyers. Howie Mandel, the host of NBC's "Deal or No Deal," also will lend his voice to the campaign.
Other NHL stars featured in the campaign include Rangers forward Jaromir Jagr, Flyers forward Peter Forsberg, Canucks forward Anson Carter and Red Wings defenseman Nicklas Lidstrom, among others.
"As a player, you take your game to another level when you're in the playoffs," said Carter. "As much fun as I had shooting the spots, it was important for me to show that intensity."
The spots will air in the upcoming weeks on NBC, OLN, CBC, TSN and local affiliates. The TV ad also will be available for viewing on NHL.com. Print and on-line ads, featuring stills from the TV promos and the new "My Stanley Cup" artwork, will run in USA Today and other national sports publications.