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Press Release

NHL debuts new brand spot prior to conference finals

Will premiere on TV, digital, social media platforms before Hurricanes-Bruins game

by NHL Public Relations @PR_NHL


It becomes something you feel

While hockey begins as something you watch, what it becomes is something you feel

  • 01:36 •

NEW YORK - The National Hockey League (NHL®) will unveil a new brand spot on national TV, digital and social platforms ahead of tonight's Game 1 of the Eastern Conference Final between the Boston Bruins and Carolina Hurricanes at 8 p.m. ET on NBCSN in the U.S. and on Sportsnet, CBC and TVA Sports in Canada. 

In the spot, titled "Feel," we're reminded that the NHL and its players' connection with fans extends "far beyond the ice… where what matters has nothing to do with stats or standings." Hockey not only delivers excitement, unpredictability and intensity, but teamwork, acceptance and community - core values that the game and the players stand for. This spot features a few of those moments - on and off the ice - between some of the NHL's biggest stars and the game's youngest fans.

"Feel" closes with the assertion that hockey is more than a game. "So you wouldn't be wrong to call hockey a sport," says the narrator. "But while it begins as something you watch, what it becomes is something you feel."

"While the action on the ice gets the spotlight, it's often the quieter moments between players and fans that form emotional connections and make lifelong memories," said Brian Jennings, NHL Chief Brand Officer and Executive Vice President. "Hopefully this spot captures, in a small way, the excitement and emotion that binds all of those on one side of the glass to the other."

"Feel" is the NHL's latest brand spot in a lineup of critically-acclaimed, fan favorite ads that include "Cup Raise," "Boys," "Handshake," "Name," "Spelling" and the Emmy Award-winning "No Words."

 The TV spot will air on NBC, NBCSN, Sportsnet, CBC, TVA Sports and NHL Network, and run across digital and social media channels (including Facebook, Twitter, Instagram,, and in-arena throughout the Stanley Cup Playoffs.

The spot was developed by creative team Cliff Skeete and Bruce Jacobson of Baby Bear's Porridge Productions, in collaboration with editor Steve Bell of Cutters Studios and the NHL in-house marketing team. 

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