CCM SHOOTS AND SCORES IN NEW CAMPAIGN
By Adnews Staff
The Hockey Company of Westmount, Quebec has launched what it calls a bold new campaign for its hockey equipment brand CCM. The campaign was created by Montreal-based Marketel and includes four 15-second television spots. The spots feature sperm cells, seen through a microscope, playing hockey. One spot shows a penalty shot, another a face off. Sound effects and voice-over play-by-plays are heard just as they would be from a real hockey broadcast. The plays end with a sperm scoring into the egg accompanied with the classic phrase "He shoots, he scores". At this point a sequence of CCM product shots is seen. The tagline "CCM. When you're born to play" concludes the spots. Marketel, which won the CCM account last August, launched the ads during yesterday's All-Star game on ABC. In Canada, the advertising will be seen on CBC, TSN, SRC and RDS. and will be expanding to cities across Canada throughout the season.