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Sharks For Life Commercial Campaign Wins Northern California Emmy Award

SJSharks Productions Earns First-Ever Emmy Honor

by San Jose Sharks @sanjosesharks /

Sharks For Life: Barbershop

Burns and Thornton cheer on an impressive beard

San Jose Sharks players Joe Thornton and Brent Burns cheer on impressive facial hair in this commercial

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SAN JOSE - The San Francisco/Northern California Chapter of the National Academy of Television Arts & Sciences awarded the San Jose Sharks (@SanJoseSharks) and SJSharks Productions with its first-ever Emmy Award at an awards gala held Saturday night in San Francisco. The award was given to the NHL franchise for its "Sharks For Life" television advertising campaign which was nominated in the commercial category.

The creation of the "Sharks For Life" advertising campaign was a collaborative effort between the franchise and its advertising agency, Division of Labor. This was the first year of the relationship between the Sharks and Division of Labor. The campaign featured San Jose Sharks players and alumni players cheering for Sharks fans in fun and interesting situations. The commercials can be viewed at

"This is a tremendous honor for our organization," said John Tortora, Chief Operating Officer of the San Jose Sharks. "I thank our hockey department, specifically General Manager Doug Wilson and Head Coach Peter DeBoer, for supporting our marketing efforts. I also thank Sharks players Brent Burns, Tomas Hertl, Martin Jones, Patrick Marleau, Joe Pavelski, Joe Thornton, Joel Ward, and alumnus Evgeni Nabokov for participating in the commercials."

Video: Hertl and Marleau Cheer for You

"The campaign was the result of a great team effort between our advertising agency, Division of Labor, our SJSharks Production team, and our marketing department," added Doug Bentz, Vice President, SSE Marketing and Digital. "This campaign was about our fans' loyalty and the special relationship they have with our team, so we'd also like to recognize our great fans as part of this honor."

The "Sharks For Life" ad campaign was also a finalist for the National Sports Forum Achievement Awards. This was SJSharks Productions' first Emmy nomination.

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