THE HIVE CREATES COMMERCIAL FOR VECTOR PRO SKATE
By Adnews Staff
Hockey players Vincent Lecavalier of the Tampa Bay Lightning and Joe Thornton of the Boston Bruins appear in a new animated 30-second commercial for The Hockey Company promoting the CCM Vector Pro-Skate. The ad was created by The Hive Strategic Marketing of Toronto to introduce the product to consumers. The Vector Pro has been promoted to professionals since the fall. "We are positioning the Vector Pro as the skate that will help young players make that passage to the next level of performance," said The Hockey Company vice-president of global marketing Len Rhodes. In the ad, Thornton and Lecavalier participate in a skills competition on a half-pipe. French- and English-language versions of the ad broke in North America on Jan. 1.