The National Hockey League (NHL) started the 2024-25 season with a fresh, lighthearted commercial featuring some of its top Gen Z talent. As part of its “The Next Golden Era is Now” campaign, the spot titled “Gen Z” takes a humorous jab at common stereotypes about the younger generation, all while showcasing the undeniable skill, creativity, and charisma of today’s rising stars in the league.
The ad features some of the NHL’s brightest young players like Connor Bedard of the Chicago Blackhawks, Connor McDavid of the Edmonton Oilers, Jack Hughes of the New Jersey Devils, Nick Suzuki of the Montreal Canadiens, Auston Matthews of the Toronto Maple Leafs, and Jack Eichel of the Vegas Golden Knights. In a tongue-in-cheek manner, these players poke fun at Gen Z clichés, with each star brushing off labels like “lazy” and letting their on-ice performance do the talking.
The commercial closes with Sidney Crosby, a millennial captain for the Pittsburgh Penguins, shaking his head and muttering, “kids these days,” further adding to the generational dynamic portrayed in the ad. Watch below:
“People can say what they want about Gen Z, but there’s no denying the skill, speed, and creativity of today’s young stars in the NHL,” said Casey Hall, Senior Vice President, Marketing & Branding for the NHL. “They are drawing the admiration and respect of fans and fellow players of every generation. And they’re doing it in their own way – with personality, style, and fun.”
Created by Highdive, the campaign premieres on digital platforms and will air during ESPN and Sportsnet’s coverage of the NHL’s Opening Night tripleheader. It’s a clever way for the NHL to connect with younger audiences while acknowledging and challenging stereotypes with a fun twist.
The NHL’s focus on its next generation of superstars ensures that the league remains culturally relevant and continues to capture the attention of younger fans. With a mix of humor, talent, and self-awareness, this campaign is bound to resonate with audiences across all generations.
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