The National Hockey League (NHL) is tapping into a universal cultural gripe—tipping culture—for its latest comedic campaign, created by the Chicago-based advertising agency Highdive. Launching on December 12, 2024, the ad uses comedy and creativity to draw a clever connection between tipping pressures and the athletic challenges faced by NHL goalies.
Building on the success of The Next Golden Era Is Now campaign, the NHL’s newest ad reframes tipping culture frustrations into an engaging narrative centered on the lightning-fast reflexes of hockey goalies.
Drawing from a Pew Research study revealing that 40% of Americans oppose suggested tipping amounts, the campaign cleverly parallels the pressure of deciding on a tip with the split-second decisions goalies must make to defend their nets.
The result is a blend of relatable comedy and thrilling sports action that connects audiences to the game in an unexpected way.
Goalies Take Center Stage
The campaign spotlights four standout NHL goalies:
- Juuse Saros (Nashville Predators)
- Jacob Markström (New Jersey Devils)
- Jeremy Swayman (Boston Bruins)
- Jake Oettinger (Dallas Stars)
In an unexpected twist, Brad Marchand (Boston Bruins) makes a cameo, bringing his signature cheekiness to add another comedic layer to the narrative. Watch below:
By blending a widespread cultural frustration with the high-energy, skill-driven world of hockey, the NHL delivers a campaign that resonates with fans and non-fans alike. The humor and relatability of tipping pressures, paired with the intensity of goalie action, create a unique and memorable ad that underscores the league’s ability to engage with contemporary conversations while celebrating its players.
The ad is set to premiere across national television networks and digital platforms, ensuring a wide audience for its humorous and innovative take on the game.
ALSO READ:
