My
NHL.
That's the catchy slogan as the
embattled league announced its new advertising campaign
at the Museum of Television and Radio yesterday, attempting
to re-launch after a labour battle wiped out the 2003-04
season.
"When the season begins on
Oct. 5, we will celebrate the return of hockey, and
honour the values, tradition and emotion of the game
we all love," said NHL commissioner Gary Bettman.
"To salute those virtues, we have teamed with (ad
agency) Conductor to create a marketing message that
captures hockey's intensity, drama and power."
A series of TV commercials and
print ads will be released next week. The TV spots will
be packaged in a five-part story, the first of which
depicts a hockey player preparing for a game with the
backdrop of a mythical temple, like a Samurai warrior
getting ready for battle. NHL
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