PALMER JARVIS CREATES NHL.COM CAMPAIGN
By Adnews Staff
Palmer Jarvis DDB of Vancouver has created a new campaign to promote the NHL.com Web site. The North American campaign was commissioned by NHL Interactive CyberEnterprises, which maintains and hosts the site. It includes two 30-second television commercials that will air during regular season hockey broadcasts and the Stanley Cup playoff games. The first ad, called "Letter," begins with the copy, "How did fans get hockey stats before NHL.com?" It shows a teenage boy writing a letter that reads, "Dear Bobby, how much ice time did you log last game?" The reply, which arrives four weeks later, reads, "Which game?" The second ad, called "Trapper," begins with, "How did fans listen to hockey games before NHL.com?" In it, two trappers sit in a log cabin watching a telegraph machine, which relays the message "He shoots he scores" in Morse code. The commercials end with an image of the NHL.com site on a computer screen.