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NHL brings game back to where it was born with '2010 Bridgestone NHL Winter Classic' tune-in campaign

NHL.com

NEW YORK – The National Hockey League (NHL) has released a new marketing campaign to promote tune-in for the upcoming 2010 Bridgestone NHL Winter Classic® on New Year's Day at Fenway Park. The campaign, which focuses on hockey returning to the outdoors, includes a TV spot that debutted today on NHL.com. (WATCH TV SPOT)
       
A creative team from the NHL®, creative consultants Y&R and production house Park Pictures, who also were part of the team who collaborated on last year's Emmy Award-winning NHL Winter Classic® TV spot, have joined forces once again to create a spot that captures the magic of hockey played outdoors as it originated.

The TV spot begins with images of various Bruins and Flyers players as they prepare to take to the ice for 2010 Bridgestone NHL Winter Classic. During their walk from the locker room to the rink, the world around them subtly begins to transform from a regular hockey arena into a wintery outdoor setting. With each step, trees begin appearing and snow begins to fall. In the final scene, we see Boston Bruins captain Zdeno Chara take a moment to absorb his sudden open-air surroundings before skating off onto a pond. That is followed by the line: "The game was born outside. Now it returns."

Also featured in the spot are Boston Bruins Tim Thomas, Marco Sturm, Patrice Bergeron, Milan Lucic, Marc Savard, David Krejci and Philadelphia Flyers Chris Pronger, Mike Richards, Jeff Carter, Kimmo Timonen, Danny Briere, Scott Hartnell, Claude Giroux and Ryan Parent.

The campaign, which also includes radio, digital, outdoor, in-store, mobile and social media components, will run throughout December on CBC, RDS, VERSUS, NHL Network™, regional broadcast carriers, in-arenas, NHL.com and other digital sites.

"What makes the NHL Winter Classic so special is that on this one day we pay tribute to our game's roots and play it as it originated -- outdoors, amid the elements," said Brian Jennings, Executive Vice President of Marketing, NHL. "This campaign captures not only the long history this game has and the fond memories that our players possess from growing up playing it on frozen ponds, but also the magic that exists by returning the game to its purest form."