The National Hockey League (NHL) today unveiled its new creative for the 2023 Stanley Cup Playoffs. Three new spots by Highdive will rotate and run across the NHL’s digital and social media platforms before making a national TV debut tonight during First Round game broadcasts on ESPN, ESPN2, SN, SN360, SNE, SNO, SNP, CBC and TVA Sports, and tomorrow night on TBS.
Created by Highdive – an independently owned, full-service creative agency – each of the three spots Look Up, First Kiss, and Built to Share, underscore the magic, thrills and emotions players and fans experience in the presence of the Stanley Cup.
First Kiss is from the perspective of winning Players in the euphoric moment and the tradition of kissing the Cup for the first time.
Look Up is a reminder of how young fans dream of hoisting the Cup and, for a select few, it turns into reality.
Built to Share highlights the Stanley Cup’s meaning and emotional connection with people around the world in its role as hockey’s greatest ambassador.
“It’s the greatest trophy in sports, and our goal was to illustrate the relationship and emotional connection that both Players and fans have with the Stanley Cup,” said Casey Hall, NHL Senior Vice President of Marketing & Consumer Insights. “We hope these spots remind all sports fans how special the Cup is, and why the Stanley Cup Playoffs are so meaningful to so many different people.”
“Each piece of work showcases what’s special about the Stanley Cup in a unique way, both tonally and conceptually,” stated Chad Broude, co-founder of Highdive. “Instead of going with just one perspective, we decided to create three separate yet connected spots so fans can get different looks at all of the emotions attached to winning the championship. Fans wait all year for the Playoffs and we believe these ads will help build excitement and make them feel inspired by the quest for the Cup.”
The 2023 Stanley Cup Playoffs begin tonight. Playoff games will be televised on ABC, ESPN, ESPN2, TNT and TBS in the U.S., and on SN, SN1, SN360, CBC, TVA Sports and TVAS2 in Canada. NHL international television partners will broadcast games to fans around the world.
For the full First Round schedule, visit NHL.com. Fans can follow the conversation via the hashtag#StanleyCup.
BUILT TO SHARE CREDITS
NHL
Brian Jennings: Sr. EVP Marketing & Chief Branding Officer
Casey Hall: SVP, Marketing & Consumer Insights
Josh Dubin: Sr. Director, Marketing
Allison Hellman: Sr. Manager, Consumer Research & Insights
Glenn Hyams: Manager, Marketing
Nirva Milord: Senior Director, Corporate Communications
Highdive
Chad Broude: CCO, Co-Founder
Mark Gross: CCO, Co-Founder
Megan Lally: Managing Partner
Brian Culp: Group Creative Director
Katie Bero: Group Creative Director
Pat Seidel: Creative Director
Chris Rose: Creative Director
Suzanne Stovall: Group Account Director
Tayler Anderson: Account Supervisor
Jen Passaniti: Head of Production
Will StClair: Executive Producer
Emily Addy: Producer
Kelley Beaman: Director of Business Affairs
Joanna Peltier: Senior Manager, Business Affairs
Post Production
Editorial: Cutters
Editor: Billy Montross
Assistant Editor: Christian Leontios
Head of Production: Patrick Casey
Sound Design & Mix: Another Country
Sound Designer & Mixer: Jordan Stalling
Managing Director: Tim Konn
Executive Producer: Louise Rider
Graphics & Finish: Flavor
Associate Creative Director / Motion Designer: Colby Capes
Colorist: Alison Bloom
Finishing Artist: Michael Anderson
Managing Director: Neal Cohen
Producer: Yianni Frangos
Music:
“On The Road Again” performed by First Aid Kid
Written by: Willie Nelson
Published by: EMI Full Nelson Music
Partner Agencies
PR: Scrat
FIRST KISS CREDITS
NHL
Brian Jennings: Sr. EVP Marketing & Chief Branding Officer
Brendan Shanahan: President and Alternate Governor, Toronto Maple Leafs
Casey Hall: SVP, Marketing & Consumer Insights
Josh Dubin: Sr. Director, Marketing
Allison Hellman: Sr. Manager, Consumer Research & Insights
Glenn Hyams: Manager, Marketing
Nirva Milord: Senior Director, Corporate Communications
Highdive
Chad Broude: CCO, Co-Founder
Mark Gross: CCO, Co-Founder
Megan Lally: Managing Partner
Brian Culp: Group Creative Director
Katie Bero: Group Creative Director
Pat Seide: Creative Director
Chris Rose: Creative Director
Suzanne Stovall: Group Account Director
Tayler Anderson: Account Supervisor
Jen Passaniti: Head of Production
Will StClair: Executive Producer
Emily Addy: Producer
Kelley Beaman: Director of Business Affairs
Joanna Peltier: Senior Manager, Business Affairs
Post Production
Editorial: Cutters
Editor: Billy Montross
Assistant Editor: Christian Leontios
Head of Production: Patrick Casey
Sound Design & Mix: Another Country
Audio Mixer: Peter Erazmus
Managing Director: Tim Konn
Executive Producer: Louise Rider
Graphics & Finish: Flavor
Associate Creative Director / Motion Designer: Colby Capes
Colorist: Chris Elliott
Finishing Artist: Michael Anderson
Managing Director: Neal Cohen
Producer: Yianni Frangos
Music:
“Kiss Me” performed by Sixpence None The Richer
Written by: Matthew Slocum
Published by: My So-Called Music/Squint Songs admin. by WC Music Corp
Partner Agencies
PR: Scrat
LOOK UP CREDITS
NHL
Brian Jennings: Sr. EVP Marketing & Chief Branding Officer
Casey Hall: SVP, Marketing & Consumer Insights
Josh Dubin: Sr. Director, Marketing
Allison Hellman: Sr. Manager, Consumer Research & Insights
Glenn Hyams: Manager, Marketing
Nirva Milord: Senior Director, Corporate Communications
Highdive
Chad Broude: CCO, Co-Founder
Mark Gross: CCO, Co-Founder
Megan Lally: Managing Partner
Brian Culp: Group Creative Director
Katie Bero: Group Creative Director
Pat Seidel: Creative Director
Chris Rose: Creative Director
Suzanne Stovall: Group Account Director
Tayler Anderson: Account Supervisor
Jen Passaniti: Head of Production
Will StClair: Executive Producer
Emily Addy: Producer
Kelley Beaman: Director of Business Affairs
Joanna Peltier: Senior Manager, Business Affairs
Production
Supply & Demand
Kevin Foley: Director
Tim Case: Founder / Executive Producer
Charleen Manca: Managing Director / Executive Producer
Nathan De La Rionda: Executive Producer
Matt Zion-Basile: Executive Producer
Chris Scherk: Producer
Cole Graham: Director of Photography
Jordan Worth: Production Designer
Scouts Honour
Simon Dragland: Executive Producer
Rita Popielak: Executive Producer
Post Production
Editorial: Cutters
Editor: Billy Montross
Assistant Editor: Christian Leontios
Head of Production: Patrick Casey
Sound Design & Mix: Another Country
Sound Designer & Mixer: Jordan Stalling
Managing Director: Tim Konn
Executive Producer: Louise Rider
Graphics & Finish: Flavor
Finishing Artist: Michael Anderson
Managing Director: Neal Cohen
Producer: Yianni Frangos
Color: Company3
Colorist: Matt Osborne
Senior Producer: Dan Butler
Music: Marmoset
Track: Until You See (Instrumental) – Fragile Palms
Composer: David Edward Katz
Publisher: Altadore Publishing
Executive Music Producer: Kari Sharff
Project Manager: Halle Ward
Partner Agencies
PR: Scratc
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