Kukla's Korner Hockey
by Paul on 10/15/05 at 08:38 AM ET
Any hockey fan with a sense of mischief could have guessed the NHL's reaction to a video satirizing their new "My NHL" commercials. Yup, it wasn't favourable. What remains to be seen is whether the league can shut down the website floating the loop. "We believe it's an improper use of the NHL's marks and other intellectual property," Bill Daly, deputy commissioner of the NHL, said. Daly and the rest of the NHL executives were tipped off this week about the video, which comes from the folks at Frank magazine, who have shredded political and media types for several years and now have their own website, efrank.ca, but be warned it's a subscription site. What's all the fuss? The "My NHL" commercials, already the target of critics for its macho images, have been spliced with some clips of infamous hockey incidents (Todd Bertuzzi-Steve Moore, Marty McSorley-Donald Brashear). A message, inserted with bold lettering, suggests homosexuals are not welcome amidst all this gladiator imagery. The video ends with the image of a schoolboy in tears and then the words "give me your lunch money" and then "Our NHL." The NHL won't divulge how it intends to flex its muscle in this case. But you can bet it won't nominate the Frank video for an ESPY Awards any time soon.
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