NHL: NHL Shop by Durable Goods

Agency: Durable Goods
Client: NHL
Date: Nov 2017
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The Drum Creative Awards Logo

The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution

Vegas Golden Knights goalie Marc-Andre Fleury, Edmonton Oilers centerConnor McDavid and Dallas Stars center 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. With collaborative input from New York-based creative shop Baby Bear's Porridge, the three spots showcase the authenticity of NHL licensed products available at Shop.NHL.com and the whimsical personalities of the players.

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 favorite team’s Fanatics t-shirt.

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