Kukla's Korner Hockey
by Paul on 09/21/05 at 08:54 AM ET
The National Hockey League is about to answer a question vital to its future: How do you market a brand severely damaged by a season-long lockout? The league is about to begin an advertising campaign called My N.H.L., which has as its central focus an episodic series of cinematically produced TV commercials that follow a hockey "warrior," starting with his female partner ritualistically dressing him in his equipment. It follows him as he waits for the right moment to align a slap shot, then follows the puck from its point of view and ends with the fans' celebration of a victory. Hockey, the campaign says, is a hot-blooded, psychological battleground. "When we showed it to Brendan Shanahan, he said, 'Wow, the warrior, that's what I feel like,' " Bernadette Mansur, a spokeswoman for the league, said referring to a left wing for the Detroit Red Wings.
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About Kukla's Korner Hockey
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.
Email Paul anytime at firstname.lastname@example.org