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Honda continues its sponsorship of the National Hockey League(NHL®) with a new spot featuring Anaheim Ducks' Corey Perry and Detroit Red Wings' Nicklas Lidström, which pays homage to a few of the league's oldest fan traditions. Developed by Honda's longstanding agency of record, RPA, the new 30-second spot, "Passionate Fans," first aired during the 2012 Bridgestone NHL Winter Classic.

"This new spot gives Honda the opportunity to showcase its commitment to the sport. 'Passionate Fans' celebrates favorite customs and the passion of the league's devotees," said Tom Peyton, Honda brand manager, American Honda Motor Co., Inc.

The spot features Perry, the current league MVP, and 12-time All-Star Lidström walking from an arena after a late-night NHL game. As the pair prepares to depart in their Honda Pilot, a hat falls on the windshield, mirroring hard-core hockey fans' habit of tossing their hats toward the ice when an NHL player pulls off a hat trick, scoring three goals in a single game. As the stars exchange confused glances, wondering if the other had scored a hat trick recently, hats rain from the sky. As an octopus plops on the dashboard-a bow to Detroit Red Wings' fans habit of tossing these critters on the ice-a narrator says, "They've got passionate fans. We've got passionate fans."

"You don't typically find casual hockey fans-they are diehards by nature. Honda fans are also an enthusiastic bunch, so the two are a natural fit. This campaign ties the passion and tradition of the NHL directly to Honda," said Pat Mendelson, group creative director at RPA.

"Passionate Fans" will run on NBC and Versus and during sports programming. Print will appear in "USA Today" and online units will run online on NHL.com and NHL team sites.

Credits:
Spot: "Passionate Fans" (first air: 1/1/2012)
Agency: RPA
ECD: Joe Baratelli
GCD: Pat Mendelson
GCD: Jason Sperling
AD: Can Kadioglu
Jr. CW: Charles Patterson
Agency Executive Producer: Gary Paticoff
Agency Producer: Joshua Herbstman

Production Co: Alive&Well
Director: Alex Feil
DP: Christopher Sargent
Executive Producer: Phillip Detchmendy
Line Producer: Lawrence Lewis

Editorial Company: Spot Welders
Editor: Lucas Spaulding
Assistant Editor: Sophie Kornberg
Executive Producer: David Glean
Post Producer: Patrick McElroy

Telecine Company: CO3
Telecine Artist: Stefan Sonnenfeld
Telecine Executive Producer: Denise Brown
Visual Effects Company: Public
Lead Flame Artist: Max Harris
Visual Effects Producer: Stacy Aungst
Visual Effects Executive Producer: Kim Nagel
Title Design: Royale
Executive Producer: Danielle Hazan
Audio Post Company: Juice West
Audio Post Mixer: Bob Gremore
Sound Design Company: SOUTH
Executive Producer: Dan Pritkin
Celebrity Talent: Nicklas Lidström of the Detroit Red Wings, Corey Perry of the Anaheim Ducks

Hockey fan and commercial director (in that order), Steve Chase, is one of the three hockey fanatics behind the trending hockey boycott viral "Just Drop It." Frustrated by the recent lockout and the threat of more games on the chopping block, Chase along with fellow hockey buddies Christian Lalonde (a former pro player) and Mike Devlin (Creative Director/EVP of DraftFCB in NY), came up with the concept of making a simple video asking fans to boycott the NHL.

What was once just an idea between friends is becoming an overnight international success. The grass-root campaign called "Just Drop It," asks hockey fans to take a pledge and boycott one NHL game for every one game the league takes away after Dec 21. The boycott goes beyond game attendance and urges fans not to purchase any merchandising or watch televised games.

Media in the US and Canada have already shown their support by posting the video on
their web pages and airing interviews with Chase. Hockey is in Chase's blood. An avid player and supporter of the minor league teams as well, Chase directed a campaign for hockey team Allen Americans. See the all the Allen Americans spots here.

Team owner and NHL superstar Steve Duchesne approached Chase to create and direct the work. The resultant commercials masterfully underline how hockey players possess a passion for the game like no other. Recently quoted as "welcoming the challenge of creating ads in the digital culture," Chase wasted no time and let his passion and conscience drive him.

Just Drop It's Statement: Visit their Facebook Fan page to join the cause. [link]
The NHL and the players union have once again insulted the very people who pay their salaries. We the fans have the power to make them listen by taking the Just Drop It pledge. For every game they cancel after December 21st, we will boycott an equal number of games. They cancel 10, we boycott 10. No tickets, no TV, no merchandise. If you want to be heard go to our Facebook page and "like" us to pledge. You can also post your own pledge video. Make them JUST DROP IT!

NHL 14 Official E3 2013 Trailer. NHL 14 will feature Big Hits. Real Fights. Unbelievable Speed and Skill. This is the trailer playing on the E3 show floor, straight to your screen. NHL 14 will release September 10, 2013 in North America and by September 13, 2013 Worldwide on the PS3 and X360

EA Sports NHL 14 Enforcer Engine Gameplay Trailer. Delivered in an action-packed 3rd-person presentation and powered by Fight Night Technology, the all-new Enforcer Engine offers the most authentic and exhilarating hockey fighting experience ever. NHL 14 will release September 10, 2013 in North America and by September 13 worldwide.

With the NHL players strike looming this new commercial "This is Our Game" for the EA Sports NHL 13 game might be the only hockey we'll be getting for awhile. The extended cut above was created by the ad agency Heat, and gives us a awesome look at why fans love the game so much.

Credits:
Advertising Agency: Heat, USA
Executive Creative Director: Steve Stone
Creative Director: Warren Cockrel
Associate Creative Director: Anna Rowland
Senior Art Director: Mark Potoka
Senior Copywriter: Ben Salsky
Executive Content Producer: Brian Coate
Content Producer: Anna Askew
Assistant Account Manager: Lauren Peck
TV Production Company: Supply & Demand Integrated
Director: Josh Taft
Director of Photography: Don Davis
Production Designer: John Hammer
Executive Producer: Kira Carstensen
Line Producer: Josh Porter
Editorial Company: Arcade
Editor: Kim Bica
Assistant Editor: Kelly Henson
Executive Producer: Nicole Visram
Producer: Denice Hutton
Conform / Visual Effects: Ntropic
Creative Director: Nathan Robinson
Flame Artists: Nathan Robinson, Matt Tremaglio, Jesse Boots, MB Emigh Producer: Fawn Fletcher
Head of Production: Melissa Warhaftig
Color: Company 3
Producer: Denise Brown
Colorist: David Hussey
Recording Studios: Beacon Street Studios
Mix / Sound Design Engineer: Paul Hurtubise
Producers: Caitlin Rocklen, Leslie DiLullo
Music Composition: Beacon Street Studios
Sing Title: "Askher"

The 2013 Stanley Cup Playoffs start on April 30th and the NHL and NBC want us to get weird it's the cup.

Credits:
Ad Agency: mono

RBC creates a heartfelt spot promoting the game of hockey, the true game not the NHL. As long as there are kids across the country playing the game they love, hockey never stops.

The online video and recent grassroots action around the Stanley Cup (there's a movement to get the cup to be awarded to a community team this year) underscores that as long as kids are on the ice, there's hockey. The game doesn't stop.

The ad profiles a team of 7-year-old kids as they lace up their skates, tape their sticks, get tips from their coach and take to the ice.

It's an emotional video that gets kids (and grown-ups) stoked about community games and the Juniors and reminds us what hockey is really about. In the absence of NHL hockey, I think we should all work to make this a record year for attendance at community games. Support RBC Play Hockey on their FaceBook page here.

Credits:
Advertising Agency: Entrinsic, Canada
Executive Creative Director: Anthony Wolch
Copywriter: Kyle Carpenter
Production Company: Clarke Stanley
Director: Adam Massey
Post House Editor: Married To Giants http://www.marriedtogiants.com/
Editor: Monica Remba
Music Supervision: Vapor Music

For the beer lovers and Canadian hockey fans who suffered during the NHL lockout that finally ended, two great commercials from back in 2004 from Molson Canadian.

Above is the Hockey's Back spot celebrating the return of hockey, and below the spot that aired during the lockout, "Do You Really Want To Hurt Me."

Credits:
Advertising Agency: TBWA, Toronto, Canada
Creative Director: Allen Oke
Copywriter / Associate Creative Director: Jonathan Smith
Art Director / Associate Creative Director: Rodger Eyre
Agency Broadcast Producer: Nadya MacNeil
Director: David Hicks
Production Company: Sons and Daughters
Executive Producer: Liane Thomas
Line Producer: Andrew Sulliman
Director of Photography: Alar Kivilo
Editorial: Jon DeVries, School Editing
Post Production\FX: Sean Cochrane, The Vanity
Music: Joey Serlin, Vapor Music Agency
Digital Producer: Tasha Dean
Director of Marketing, Visa: Brenda Woods
Account Director: John Hughson

New TV commercial for BAUER Hockey Own The Moment.
Who needs the NHL...

Check out the RBC Hockey Never Stops ad HERE.

The Montreal Canadiens, the most celebrated team in hockey history, has one of the most passionate and diehard followings in the NHL. So during this year’s Stanley Cup run, Coors Light teamed up with MEC Canada and DraftFCB Montreal to create an interactive outdoor experience called "L’action sur la glace” or “The Action’s On The Ice”, bringing the fans even closer to the action.

Outside of Montreal’s Bell Centre, the home of the Habs, Thinkingbox digital production company built a custom 240 square foot ‘shooter’ platform where fans were able to take their best and hardest “slap shot”. Each time, the strength and speed of the shot would trigger a specific 3D animation that appeared on a 45’ HD LED video wall. For example, if the puck was hit hard enough to score a goal, an animation showing the ice shattering as well as a 3D modeled representation of Bell Centre and the Montreal Canadiens’ locker room would appear. Everything was done to recreate and simulate the experience of scoring a goal for the average fan.

The activation included a custom iPad application that controlled the flow of the event. It was synced with social sharing technologies so players could publish their experience on their respective networks. The platform included a puck track containing IR sensors and micro-controllers that converted fans’ shots from microseconds to km/h.

Credits:
Project: "L’action sur la glace” — “The Action’s On The Ice”
Client: Molson
Brand: Coors Light
Marketing Manager: Sonia Palazzo
Senior Marketing Manager: Véronique Simard

Creative Agency: Draftfcb Montréal
Digital Production Company: Thinkingbox
Media Company: MEC

BlackBerry inked a two-season marketing deal with the Barclays Center in Brooklyn, N.Y. home to the NBA Nets and the NHL's Islanders, according to a report by the New York Post. The report, citing an industry source, said the deal is valued at $1 million to $5 million.

BlackBerry, which late last month launched its new Z10 touchscreen smartphone in the U.S., will get prominent ad placement and an “experiential” area where customers can try out the smartphone maker’s devices, Mike Zavodsky, the Nets vice president of new corporate marketing, told the Post. BlackBerry will also get a suite-level lounge. Zavodsky added that BlackBerry ads will be seen from “street to seat.”
BlackBerry’s ad deal with the Brooklyn arena follows a new marketing push that started with a $4 million Super Bowl commercial, as the Canadian company attempts to regain market share. BlackBerry also reportedly reached a $12 million deal with Formula 1 racing.

Other than this Blackberry hasn't been pumping out as many new commercials as we thought they might, so loyal BlackBerry owners took it upon themselves to create their own, below is a fan-made ad that takes us through a brief history of the device...too long, but pretty good. Title: There Then There Now — Z10 Commercial.

In a new commercial for Nike, "Hockey is Ours" some of Canada's best players like Steven Stamkos and P.K. Subban and a cameo from Russian star Alex Ovechkin team up with a bunch of local-rink players to declare that no matter what the NHL might do, they can't take away hockey.

Stamkos is shown holding up the spoils of a day spent ice-fishing, using frozen hamburgers as pucks, the ad also features appearances by Tessa Bonhomme and Sarnia Sting.

Credits:
Written by Art Director Jed Heuer
Directed by Tim Godsall