STANLEY CUP APPEARING "OUT OF THE BLUE"
By Adnews Staff
A new hockey-themed campaign from Toronto-based Labatt Breweries, in partnership with the National Hockey League and Via Rail, is promoting the NHL's Cup Crazy Tour. The tour will see the Stanley Cup visit 36 communities across Canada "Out of the Blue". The new campaign, from Toronto-based Ammirati Puris Lintas, includes a new series of ads featuring a cross-country Stanley Cup adventure. The first spot, "Baggage Carousel", features three hockey fans stumbling upon the Stanley Cup after it has been left behind by the current NHL champions. The Stanley Cup is seen making its way around the baggage carousel at the Vancouver International Airport. The three fans seize the opportunity to handle the Stanley Cup and take it to Vancouver's train station where they board a train and begin what appears to be a cross-Canada adventure. The NHL's Cup Crazy Tour runs from February through the start of the NHL playoffs in April.