NEW YORK – The National Hockey League (NHL) will debut a new TV spot titled “Raise” on Saturday, May 24 during the premiere of the 2008 Stanley Cup Final.
“Raise” is an extension of the acclaimed “One Play” ad which uses images throughout the years to create a virtual flip-book. The new spot depicts the emotional moment when the Cup is raised victoriously for the first time by the newly crowned Stanley Cup Champions, while spanning decades and capturing the NHL’s rich history in a mere 30 seconds.
It will be featured across NHL national broadcast partners, including NBC, VERSUS, CBC, RDS and NHL Network. Digital and viral efforts will appear on NHL.com, YouTube and others. A corresponding print ad will appear in Sports Illustrated on June 2.
Creative for the “Raise” spot was developed by the New York office of global advertising agency Young & Rubicam in collaboration with NHL Productions.
“Raising the Cup after earning the title of Stanley Cup Champions is a defining moment in our game and we wanted to pay tribute to it and the incredible players who are a part of its history,” said Brian Jennings, Executive Vice President of Marketing, NHL. “This ad also is a continuation of our commitment to celebrating the Cup as the most recognizable and difficult-to-win trophy in sports. It was important to show it in a spot that is purely about the game.”
"There’s a great tradition in the NHL when someone wins the Stanley Cup, they kiss it and raise it over their heads. They've all done the same thing, going back for years and years,” said Ian Reichenthal, Executive Creative Director, Y&R New York. “We feel this spot will get people excited about seeing who will raise the Cup next."