Sports network ESPN showcases its partnership with the National Hockey League (NHL) in a commercial that marks the opening of a new season.
The latest commercial from independent creative agency Arts & Letters reveals a clash of the ages ready to fire up ESPN viewers’ couches as the fourth season of a multi-platform relationship with the NHL kicks off.
The agency launched its new campaign and platform titled “That’s Hockey” in partnership with ESPN on September 30, inviting fans to discover what makes the NHL unique.
This is the fourth season of the NHL that ESPN is covering after a 17-year hiatus.
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Award-winning sound designer, musician, and composer Joseph Fraioli of Jafbox Sound helped Arts & Letters tell the story of hockey by using the unique sounds of the game as the soundtrack for the hero spot.
Lucas Ferraro, senior director of sports marketing at ESPN, says the sports channel wanted to celebrate the elements of the game that hockey fans know and love to invite new fans to discover what makes the NHL so "incredible to watch."
“The passion of the NHL players, fans and community is so visceral and palpable, that scoring our anthem with the sounds and sights of the game felt like the perfect way to set the tone for the upcoming NHL on ESPN season,” Ferraro added.
Through custom sound design and exciting visuals of past games, ESPN builds on its brand storytelling to create an emotional connection with NHL fans.
The spot is running on ESPN platforms, both digital and social, throughout the start of the NHL season.
Building Excitement for Hockey
The "2024-25 Season Anthem" opens with players skating on the ice, skates being sharpened, and hockey sticks being taped to dramatically build up the anticipation for the game.
A frame-by-frame clapping crescendo culminates in roaring crowds and adrenaline-pumping game moments before a shot of the Stanley Cup appears.
In anticipation of the start of the season, the Seattle Kraken and Edmonton Oilers faced each other on October 3. Regular games started on October 4.
THAT'S HOCKEY, BABY 🦑 pic.twitter.com/ZLxSYJjxIh
— NHL (@NHL) October 3, 2024
Mike Behrends, Arts & Letters’ creative director, highlights that the spot lets "the sport speak for itself," getting "people as close to the game as they’d be if they stepped into an arena."
Arts & Letters is not new in showcasing athletes' passion and bringing new fans closer to them.
Earlier this year, the agency crafted the "Art of Combat" commercial for ESPN to highlight some of the UFC league's most prestigious fighters.
Editing by Katherine 'Makkie' Maclang
