NHL Shares Heartfelt Ad on What Would Have Been the Start of the Stanley Cup Playoffs

Stars express their love for the game and fans

The National Hockey League's Stanley Cup Playoffs would have started this week, a fact wistfully acknowledged in a new video featuring some of the game's top stars.

Produced by NHL Studios, the minute-long spots drops today across the league's social media properties. Connor McDavid, Alex Ovechkin, Nick Foligno, Marc-Andrew Fleury and others address fans, expressing their love for the game and their desire to get back on the ice:

We Miss Hockey

A wealth of emotion underpins the stars' simple, direct lines. OneRepubic's "Better Days," hopeful but with an appropriately chilly vibe, kicks in over footage of everyday folks playing hockey—no rinks required, as living-rooms, garages and even swimming pools serve just fine.

"We are working very hard to deliver unique and entertaining content that will keep fans connected to our players and the game," with this video serving as a case in point, says NHL content chief Steve Mayer.

"This project was put together very quickly, and many players sent in messages," adds league post-production creative director Craig Axelrod. "We used as many players to represent as many teams as possible."

The NFL adopted a similar approach in a recent PSA, though the gridiron stars urged viewers to practice social distancing, while the NHL focuses on the bond between players and fans.

"We miss hockey," the NHL spot concludes. "We miss you. We will be back." Check out that kid hefting the Stanley Cup near the end. He's keeping the faith! 

And so are supporters of the Finnish Hockey League, which moved its playoffs to EA's NHL 20 platform (though the stats and scores won't go in the official record books).

CREDITS

"We Miss Hockey"
Produced by NHL Studios
EP: Steve Mayer
Producer: Craig Axelrod
Sound editor: Kelly Harnett
Music credit: OneRepublic, "Better Days" (Interscope Records)
Talent (filmed remotely): Connor McDavid, Sidney Crosby, Alex Ovechkin, Nick Foligno, Jonathan Toews, Claude Giroux, Marc-Andre Fleury, Nate Schmidt, Drew Doughty, Oliver Ekman-Larsson

Profile picture for user David Gianatasio
David Gianatasio
David Gianatasio is senior editor at Clio Awards.

Museletter

Get Inspired

Sign up for the daily Museletter for the latest ad campaigns and the stories behind them.

ADVERTISING