NHL reminds you that Love can make you do crazy things

The NHL debuted its new campaign for the 2024 Stanley Cup Playoffs highlighting some of the crazy things fans do in the name of love for their teams. The three spots launched on the NHL’s digital and social media platforms before making their national TV debut tonight during game broadcasts, including the 9:30 p.m. ET Minnesota Wild-Los Angeles Kings game on ESPN.

In “Tattoo,” an Vegas Golden Knights fan gets a Stanley Cup Championship tattoo on his arm before the 2019 playoffs begin, which probably jinxed their chances.

In “Catfish,” a Nashville Predators fan smuggles a dead catfish into the arena, braving the smell and threat of security, before tossing the good luck ritual onto the ice.

In “Not Together,” two life-long fans of the Colorado Avalanche decide to end their 10-year relationship, believing that their bad luck after the first game they watch apart is the game the Avs win the Stanley Cup. For some fans, their favorite team is their true soulmate. Bit of a stretch tbh.

This campaign celebrates the extreme, and occasionally irrational, ways hockey fans show their passion and commitment to their favorite team,” said Casey Hall, Senior Vice President, Marketing & Branding for the National Hockey League. “While these spots highlight three unique and fun stories, the idea that ‘love makes you do crazy things’ is a universal theme that connects with sports fans everywhere.”

Client; NHL

Brian Jennings: Senior Executive Vice President, Marketing & Chief Branding Officer
Steve Mayer: Senior Executive Vice President and Chief Content Officer
Gary Meagher: Senior Executive Vice President, Communications
Casey Hall: SVP, Marketing & Consumer Insights
Josh Dubin: Vice President, Marketing
Glenn Hyams: Sr. Manager, Marketing

Agency: Highdive
Megan Lally: CEO, Co-Founder
Chad Broude: CCO, Co-Founder
Mark Gross: CCO, Co-Founder
Brian Culp: Group Creative Director
Katie Bero: Group Creative Director
Pat Seidel: Creative Director
Chris Rose: Creative Director
Chuck Rachford: Creative Director
Bill Lee: Creative Director
Ryan Inda: Creative Director
Suzanne Stovall: Group Account Director
David Quinn: Account Director
Jamie Lazaroff: Account Supervisor
Jen Passaniti: Head of Production
Luke LiManni: Executive Producer
Emily Addy: Producer
Kevin Smith: Associate Producer
Alex Cacioppo: Senior Strategist
Kelley Beaman: Director of Business Affairs
Joanna Peltier: Senior Manager, Business Affairs

Production: Magna Studios
Director: Martin Kalina
President: Davud Karbassioun
Executive Producer: Nick Fuller
Director of Production: Clark Farrell
Producer: Kirsta Teague
DP: Farhad Ghaderi
1st AD: Bruno Louza
Production Designer: Hope Little
Stylist: Georgia Groom

Editorial: Cutters
Editor: Billy Montross
Editor-Partner: Matt Walsh
Assistant Editor: Christian Leontios
Producer: Yianni Frangos
Head of Production: Patrick Casey
Executive Producer: Heather Richardson

Finish & Color: 1986 / Trafik
1986 - VFX & Finish
Flame / Finishing Artist: Mark Anderson
Flame / Finishing Artist: Matt Spencer
Producer: Hannah Bergstrom
Managing Director: Larissa Berringer

Trafik - Color
Colorist: Mark Gethin
Assistant Colorist: Phillip Dystant
Head of Production: Greer Bratschie

Sound Design & Mix: Another Country
Sound Designer & Mixer: Jordan Stalling
Assistant Audio Engineers: Brett Rossiter & Lucas Hansa
Producer: Josh Hunnicutt
Executive Producer: Louise Rider
Managing Director: Tim Konn

Music:
Spot Title: Catfish
Song: Nothing's Gonna Stop Us Now by Starship

Spot Title: Not Together
Song: Reflection ELSVN-0065 #5
Music House: APM

Spot Title: Tattoo
Song: For The Love feat. Die-Rek by Imperial & Kinetik
Music House: Marmoset