NEW YORK -- The NHL, in collaboration with CBC, RDS and VERSUS, has launched its national advertising campaign to celebrate hockey's roots and the upcoming 2011 Tim Hortons NHL Heritage Classic™, the outdoor hockey game between the Montreal Canadiens and host Calgary Flames at McMahon Stadium at 6 p.m. ET.
In the 30-second commercial, a camera pans across a frozen lake in Canada. There are signs of pond hockey games gone by -- footprints in the snow, skate marks on the ice, a goalie stick left atop a net. While the camera captures this serene and cinematic scene of a neighborhood pond, Canadian actor and icon Gordon Pinsent is heard reciting portions of the Heinz Ross poem, "Alive In All We Are."
"This campaign is designed to capture the emotional connection that exists between Canada and the game of hockey -- Canada is hockey and hockey is Canada," said Brian Jennings, NHL Executive Vice President, Marketing. "The images of a frozen neighborhood pond and the words of this poem illustrate the timeless tradition of playing hockey outdoors that is part of so many childhoods for Canadian fans and NHL players alike."
The English version of the TV campaign is running in the U.S. and Canada on CBC, TSN, NBC, VERSUS and NHL Network. RDS will air the French version of the commercial, including its Sunday, Feb. 6 broadcast of the Super Bowl. Both spots will continue to air on regional sports networks, in-arenas, NHL.com and social media platforms through the Sunday, Feb. 20 broadcast of the 2011 Tim Hortons NHL Heritage ClassicTM.
The campaign also includes print, radio, digital banners, in-store POS -- including the NHL Powered by Reebok store in New York City -- and social media platforms such as Facebook and Twitter. Creative was developed by the NHL in consultation with global advertising agency Young & Rubicam.
The 2011 Tim Hortons NHL Heritage Classic is the first NHL regular season game contested outdoors in Canada since the Edmonton Oilers hosted the Montreal Canadiens in the first NHL Heritage Classic at Commonwealth Stadium on November 22, 2003, and the second regular season outdoor game played this year, with the Pittsburgh Penguins and Washington Capitals having faced off in the 2011 Bridgestone NHL Winter Classic® at Pittsburgh's Heinz Field on New Year's Day.
Fans across North America can tune in to the 2011 Tim Hortons NHL Heritage Classic on Sunday, Feb. 20 via CBC and RDS in Canada and VERSUS in the U.S. NHL Radio™ will have the live action across North American radio. NHL Network™ will provide pre- and post-game programming, and NHL.com will provide extensive digital coverage.