The NHL is lacing up with three new spots designed to highlight the magic of chasing the Stanley Cup.

“Look Up,” “First Kiss” and “Built to Share” each tackle a different facet of hockey. “Look Up” is aspirational, about young players’ NHL dreams. “First Kiss” is about puckering up to the Cup, and “Built to Share” dives into the meaning behind the trophy and the emotional resonance it has with hockey fans.

“It’s the greatest trophy in sports, and our goal was to illustrate the relationship and emotional connection that both players and fans have with the Stanley Cup,” says Casey Hall, SVP of marketing and consumer insights with the NHL. “We hope these spots remind all sports fans how special the Cup is, and why the Stanley Cup Playoffs are so meaningful to so many different people.”

The new spots have been began running on the NHL’s digital and social media platforms, and will make their national TV debut tonight during first round game broadcasts on Sportsnet, CBC and TVA Sports in Canada. They will also run on ESPN and TBS in the U.S.

“Each piece of work showcases what’s special about the Stanley Cup in a unique way, both tonally and conceptually,” says Chad Broude, co-founder of Highdive, the Chicago-based independent agency behind the work. “Instead of going with just one perspective, we decided to create three separate yet connected spots so fans can get different looks at all of the emotions attached to winning the championship. Fans wait all year for the playoffs and we believe these ads will help build excitement and make them feel inspired by the quest for the Cup.”

The 2023 Stanley Cup Playoffs begin tonight, and are a regular ratings bonanza in Canada. Last year, the first week of games had an AMA of 782,000 just on Sportsnet. By week two, Sportsnet had an AMA of 1.04 million, with CBC’s average audience reaching 903,000.

Meanwhile, brands like SkipTheDishes and Sport Chek have already released new work timed to coincide with the start of the NHL playoffs.