The fact that hockey is back is reason enough to celebrate over pints at the pub. (Like we need one.) Sad then, that the current crop of hockey-related endeavours led these creatives to shed tears in their beers. Not one of ’em could resist slamming the NHL’s ‘Art of War’ ad, featuring a lingerie-clad woman prepping a nameless player for battle. ‘Cheesy,’ ‘so wrong,’ ‘a complete miss’ and ‘disturbing’ came up. Still, we asked them to dig deep to name three stars (of sorts).

No slashing needed

The Electronic Arts Sports NHL 2006 spot [by Wieden + Kennedy] is smart and well executed. It opens with a ‘hot chick” home alone at night. The phone rings, but no one’s there; the kettle boils ominously, she senses she’s being watched, and then…bam! The face in the hockey mask outside the window. Except he’s in full goalie gear and just waves nicely at her. The girl gets over her initial shock and says: ‘Awesome, hockey’s back.’ Good twist, and it doesn’t get too dramatic. I also love the game graphics shown briefly at the end – makes me want to see more.

Bruce Fraser, CD, Elevator, Vancouver

Molson’s in tune…almost

When hockey went on strike, the boys [in the Molson Canadian ad by Bensimon*Byrne] sang: ‘Do you really want to hurt me?’ Now that it’s back they’re singing: ‘Oh, what a feeling!’ It’s a great tactical play, but given the strike went on for so long I worry the payoff is now somewhat anti-climactic.

Patrick Scissons, VP/ACD, BBDO Canada, Toronto

Heartwarming gesture

I was lucky enough to attend the Leaf’s season opener at the ACC. After the game, the Leafs skated onto the ice and gave away jerseys to 20 kids who had been picked out of the crowd. I almost teared up. Those kids and their families are now fans for life. If they’re trying to get fans back into the game, I can’t think of a better way to do it than that.

Angus Tucker, partner/CD, John St., Toronto