Truly Hard Seltzer Spotlights Hockey Fans for 4 Nations Face Off

Truly Hard Seltzer is back with a campaign that celebrates the passion and spirit of Canadian hockey fans - the heartbeat of Canada’s favourite game. This isn’t just another ad; it’s a celebration of the micro-expressions, the passion, and the raw energy you bring to every puck drop. Through slow-motion magic and a touch of humour, the campaign captures those iconic fan moments that make the game unforgettable.

Under its brand platform, ‘For The True,’ Truly Hard Seltzer brings fans from all corners of the country together to celebrate and support Canada at the 4 Nations Face-Off where the spotlight will be on the fans. The National Hockey League (NHL) and National Hockey League Players’ Association (NHLPA) will host the 4 Nations Face-Off tournament, featuring NHL players from Canada, Finland, Sweden and the United States from Feb. 12-20th, 2025. The Bell Centre in Montreal and TD Garden in Boston will serve as the host venues and cities for the seven-game tournament. The campaign’s 15-second spot dives into the raw, unfiltered emotions of four fans mid-game, showcasing everything from nail-biting tension to euphoric celebration. With cans of Truly in hand, these moments capture the essence of what it means to be a true fan - a spectacle in itself.

Conceptualised by Momentum Worldwide, Canada, SVP, executive creative director Patrice Pollack says, “Fans make the game what it is. They’re the soul, the energy, the spectacle. With this campaign, we’re shining a light on their passion because without them, there’s no game. ‘For The True’ is more than a tagline; it’s a celebration of the fans who live and breathe hockey.”

Christie Stelling, senior brand manager at Moosehead Breweries adds, “Canadians watch the NHL to cheer on their favourite players, support their beloved teams, and, above all, to be entertained. This campaign brings that excitement into the commercial break, highlighting the fun and thrill that comes with being a fan.”

Nicole Lee, vice president, integrated marketing at NHL adds, “The 4 Nations Face-Off tournament will be a thrilling best-on-best international competition bringing together fans across the globe to root for some of the biggest stars in the NHL. The ‘For The True’ campaign celebrates Canadian hockey fans’ passion for their team and the excitement that comes with cheering on your favourite players.”

Devin Smith, senior director, sponsorship and player marketing said, “Some of the best players in the world today will be suiting up at the 4 Nations Face-Off, bringing hockey fans to the edge of their seats for this incredible international event. With the ‘For The True’ campaign engaging the already die-hard fans in Canada, the Canadian players will certainly feel the passion and support that comes with representing their country. Leading up to the 4 Nations Face-Off, starting January 25th, 2025, the spot will air on Sportsnet [and TSN during the 4 Nations Face-Off] and will be featured across YouTube, Connected TV, TheScore, Meta platforms, and Reddit. In-arena Digitally Enhanced Dasherboards (DED) will showcase the campaign, with Sportsnet drop-ins also going live on the same date, running throughout the 4 Nations Face-Off.

In addition to celebrating the excitement on TV and online, the brand has launched a national retail gift-with-purchase program featuring a 4 Nations Face-Off toque. Truly also has plans to activate at the games in Montreal, where winners from sweepstake contests will be hosted. As the 2025 Stanley Cup Playoffs approach, the brand will also roll out a retail incentive offering free custom 'For The True' cups.

The rest of the 2024-25 NHL regular season and 2025 Stanley Cup Playoffs will be marked by a second spot from the brand, further amplifying the intense, reverberating energy of true fandom among hockey fans.