Durable Goods Director Neil Tardio Surprises Fans with Player Pitches in NHL Shop Campaign
Vegas Golden Knights goalie Marc-Andre Fleury, Edmonton Oilers centre Connor McDavid and Dallas Stars centre Tyler Seguin are the featured stars in the National Hockey League’s latest national TV campaign to promote Shop.NHL.com and NHLShop.CA. The three spots, which showcase the authenticity of NHL licensed products available at Shop.NHL.com and the whimsical personalities of the players, are currently running in the U.S. and Canada during NHL game broadcasts and shoulder programming on national rightsholders (NBC, NBCSN, Sportsnet, TVA), on regional sports networks and across the NHL’s broadcast, digital and social media platforms – including NHL Network, NHL.com, in-arena, Facebook (facebook.com/NHL), Instagram (instagram.com/NHL) and Twitter (@NHL).
In each 30-second spot, the NHL stars approach hockey fans browsing the online store and recite the product description for the item the fan is admiring to persuade them to make the purchase. McDavid helps a young dad select an Oilers onesie for the new addition to his family. Seguin makes a literal elevator pitch to convince a fan to buy an adidas ADIZERO authentic Stars jersey. Fleury successfully sways a Golden Knights fan to buy his favourite team’s Fanatics t-shirt.
“This campaign was designed to accomplish two important things,” said Brian Jennings, NHL Chief Branding Officer and Executive Vice President. “The spots continue to establish Shop.NHL.com as the top online destination for NHL products and team merchandise with the widest selection. But most importantly, this campaign puts the best players in the game front and centre. There are no greater ambassadors of Brand NHL than our players, and this campaign demonstrates our commitment to promote the stars of the NHL and their personalities.”
The creative was developed by the NHL and directed by Neil Tardio of Durable Goods, with collaborative input from New York-based creative shop, Baby Bear's Porridge. A fourth spot featuring Chicago Blackhawks right wing Patrick Kane will debut in mid-November in time for the holiday season.
Credits:
Client: National Hockey League
Chief Brand Officer: Brian Jennings
Group VP, Marketing: Casey Hall
Marketing Manager: Josh Dubin
VP, Consumer Products: Dave McCarthy
Director, Consumer Products: Joslin Warren
Coordinator, Consumer Products: Lauren Marinaro
Agency: Baby Bear Porridge
Creative Director: Cliff Skeete
Creative Director: Bruce Jacobson
Production Company: Durable Goods
Director: Neil Tardio
Executive Producer: Rebecca Wray
Managing Director/EP: Hani Selim
Editorial: Cutters
Editor: Steve Bell
Editor: Nick Chiou
Assistant Editor: Jackie Cohen
Assistant Editor: Austin Rauterkus
Editorial Producers: Stephanie Rose, Patrick Casey
Editorial EP: Elizabeth Krajewski
Audio Engineer: TJ Dumser
Color: The Helm Creative
Colorist: Lex Rudge
Conform: Mo Tavera
