In an "unprecedented" effort in Capitals history, the
team is set to unveil seven new TV ads around their "Always
Intense" marketing campaign, according to Eric Fisher of the
WASHINGTON TIMES. The "tongue-in-cheek" spots, which were
filmed yesterday and will debut during the last week of
October, are "unique" because "never before has the team
produced more than one TV ad in any year." Five spots are
directed and created by Doug Liman, whose Hollywood credits
include "Swingers" and "Go." The other two are directed by
"Natural Born Killers" screenwriter David Veloz. The new
campaign also marks the first time the team has featured
players in its TV ads, and it "highlights" players such as G
Olaf Kolzig, C Adam Oates and RW Peter Bondra. Each ad was
"designed to depict the intensity of hockey in everyday
situations," and one shows Kolzig, who "constantly thwarts a
paperboy trying to throw a newspaper past him." One spot
has Bondra getting bumped in a grocery store "only to have
tough-guy [LW Chris] Simon quickly come to his defense."
The team bought ad time on ESPN, HTS and WTTG-Fox's
syndicated airings of "Seinfeld" (WASHINGTON TIMES, 10/15).
