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NHL pledges to 'Live Every Shift' with new campaign @NHL
NEW YORK – The National Hockey League (NHL) debuts two TV spots featuring the new NHL tagline “Live Every Shift,” today on  The spots will air for the first time tonight during the VERSUS broadcast of the San Jose Sharks - Dallas Stars game, and will re-air later this week on TSN, CBC, HDNet and NHL Network.  The ads were written and produced by top advertising agency Young & Rubicam in collaboration with NHL Productions.   This is the first creative work done by Y&R since being hired as the NHL’s Agency of Record in September.  

The first of the TV spots features NHL stars asking “Is This The Year?” that various milestones are reached. Ryan Miller of the Buffalo Sabres and Sidney Crosby of the Pittsburgh Penguins ask if the Stanley Cup will land in their respective city.  Phoenix Coyotes head coach Wayne Gretzky asks if this is the year “that someone scores 93” goals in one season, breaking his record of 92.  Eric Staal of the Carolina Hurricanes asks if this is the year we “finally figure out who is dad’s favorite,” in reference to his hockey-playing brothers.   

The second spot promotes and features the new Rbk EDGE jerseys as NHL stars make hockey-related pledges.  In it, Alex Ovechkin of the Washington Capitals vows “to make one-timers happen, way more than once,” while Vincent Lecavalier of the Tampa Bay Lightning assures that his team “will scrap for every point on the schedule.”  Finally, Sidney Crosby promises to “play for the logo on the front, not the name on the back,” of his jersey.
See the TV spots:

“This campaign presents an authentic depiction of the sport and our players as they passionately speak about the game they love and live for, every day and every shift,” said Brian Jennings, Executive Vice President of Marketing, NHL.  “It was a natural decision to debut these spots on, where our fans go for breaking news.”

The “I Pledge” campaign also will live online at and team sites through banner ads in the coming weeks.  Focusing on the new Rbk EDGE jerseys with direct links to purchase on, the banner ads expand when rolled-over and feature a pledge from a star player for each of the 30 teams plus jersey close-ups and details.

"The most important thing for us was to keep the work close to the game,” said Cliff Skeete, Creative Director, Y&R.  “Live Every Shift’ is not only about the players on the ice, it is about how NHL consumers live and breathe the brand. It's the ice.  It's the authenticity and passion of the players.  It’s the gritty, honest spirit of the game."

A print ad that launched the “Live Every Shift” campaign appeared in USA Today, Sports Illustrated and Sports Business Journal to coincide with the start of the 2007-08 NHL season. 

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