We’re ushering in a new era of hockey. Using some of the best players from around the league, we created a campaign that both taps into culture and shows how the game is younger and more skilled than ever before.
GEN Z
“The most talked about NHL ad of all time.”
15+ Million Organic Views
100x average NHL views on TikTok
435% increase in social mentions
Embraced by hockey fans and non-fans across all generations
TIPPING
Tipping is getting out of control these days. Both in the NHL and at your local coffee shop.
TRICKY
With more skill than ever before, it’s tricky to impress in the NHL.
AI CAN’T NHL
NHL players attend a conference on AI to better understand the impact on their jobs.
WORK FROM HOME
NHL players love working from home (ice).
Director | Ritesh Gupta
CREATIVE CREDITS
CCO: Chad Broude
GCD: Pat Seidel
GCD: Chris Rose
GCD: Brian Culp (gen Z)
GCD: Katie Bero (gen Z)
Creative: Max May (gen Z)
CD Art: James Lee (Tricky)
CD Copy: Ben Doessel (Tricky)
Copywriter: Emmett Sullivan (Tipping)
Art Director: Kyle Brubaker (Tipping)
Art Director: Ryan Almond (AI can’t NHL)
Copywriter: Andy Frank (AI can’t NHL)
Art Director: Coco Loomis (WFH)
Copywriter: Sarah Solovy (WFH)