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Martha Burk Doesn’t Like ‘My NHL’

from the CP via TSN,
The organization that led efforts two years ago to allow women to be members of the prestigious Augusta National golf club is now targeting the NHL. Martha Burk, the chairwoman of the National Council of Women's Organizations, said she intends to write letters of protest to the league and to U.S. television network NBC over the NHL's advertising campaign, which is set to debut next week. Burk called offensive a 30-second ad the NHL produced to trumpet its return to the ice. The ad, which was unveiled Wednesday night during an event for the league's corporate partners, opens with a quote from a Chinese military philosopher. It shows a hockey player being dressed in his equipment by his female partner and ends with him walking to the ice. A young boy is shown cheering before the ad ends with the tagline My NHL. Burk said the ad is ''offensive on many levels''.
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update 8:21am, USA TODAY via Yahoo chimes in about the ‘My NHL’ campaign.

Have a seat on the bench, Patty Smyth and Scandal. There’s a new “Warrior” in town. Rather than “Shootin’ at the walls of heartache, bang, bang” as Smyth sings in the pop song, this hockey warrior shoots pucks - and is lovingly dressed for battle by a voluptuous warrior princess.
That’s the “sex sells” theme of a new multimillion-dollar ad campaign coming next week from the NHL. Part Xena: Warrior Princess, part Tom Cruise in The Last Samurai, the cinematic spots are designed to get sports fans jazzed about the Oct. 5 return of the NHL after a lockout.
The normally conservative NHL is sure to raise eyebrows with the risqué campaign from Los Angeles shop Conductor, which has created ads for Hollywood blockbusters such as Spider-Man 2.

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Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.

From breaking news to in-depth stories around the league, KK Hockey is updated with fresh stories all day long and will bring you the latest news as quickly as possible.

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