The National Hockey League (NHL) aims to drum up excitement for its latest season with a teasing question: “Is hockey somehow getting even better?”
The hero spot features a series of follow-up questions designed to do the same:
– “Will [Connor] McDavid do McDavid-y things?”
– “Is Cale [Makar, Colorado Avalanche player] good for your health?”
– “Is the game getting faster, louder, wilder?”
The video includes goal highlights from Makar and McDavid, lighthearted moments featuring other star players, exuberant game presentations and fan celebrations – all based on the premise that hockey has never been as thrilling as it is right now.
“The speed, skill and creativity of today’s game has never been more entertaining to watch,” says Casey Hall, NHL Sr. VP, marketing and consumer insights. “At the same time, there’s a fun and youthful energy in hockey being driven by player personalities and fan passion. This on- and off-ice combination is getting new fans to embrace the sport, and it’s what we strive to show in this spot. It’s a great era for hockey fans.”
The creative is by Highdive, an independent Chicago-based agency, which began creative development in August for this spot along with future work that will be released throughout the regular season.
Hall tells strategy that while it acknowledges that this type of brand spot strongly appeals to avid NHL fans, it is primarily focused on getting the work to reach and resonate with casual hockey fans and, more broadly, general sports fans.
“Our goal is to drive further affinity and fandom among new audiences, particularly youth under age 25,” Hall says.
The production and media investments for this brand spot are consistent with last fall.
This season’s edition of “The Next Golden Era Is Now” campaign made its broadcast debut last night during Opening Night Tripleheader games on ESPN and ESPN+ in the U.S. and on Sportsnet in Canada. The action continues on Wednesday, Oct. 11 with two nationally televised games simulcast across TNT and B/R Sports on Max in the U.S. and four nationally televised games on Sportsnet channels in Canada.
The League has faced a number of key challenges: a February report revealed national U.S. TV viewership was down more than 20% from the year prior. Also this year, the NHL reversed its stance to say that practices cannot be altered (with custom jerseys, for example) to reflect Pride, Hockey Fights Cancer or military appreciation celebrations, with some players like Connor McDavid, speaking out in opposition. Yesterday, McDavid voiced his support for Pride Night, Pride tape and for making the game more inclusive.
