NHL Network begins Coach campaign
By Adnews Staff
CTV specialty station The NHL Network has begun an advertising campaign called "The Coach" to promote its coverage of the 2009 hockey season. The campaign, developed by Fever Films of Toronto, consists of eight television commercials featuring a character called "Coach" who speaks in hockey cliches. In one ad, the coach describes a hockey play that reminds him of being dumped by his wife. In another, the coach tells the media that global warming with threaten hockey by melting the ice. "Each ad is written with one's tongue firmly planted in their cheek", says Mike Davidson of Fever Films. "There's a lot of room to have fun with this character and the NHL has been great at allowing us to explore the limits of those comedic boundaries. It's great that we can poke fun back at the sport and the league. People really respond to it and get it." The channel also plans to develop a website for the coach character that will host a series of video episodes.