Will “Absurdity” Help Sell Hockey In New Orleans?

ADWEEK reported New Orleans-based Peer Group "has launched its first advertising effort" for the ECHL New Orleans Brass "with a series of radio spots featuring the tooth fairy." In the ad, "the wise-guy tooth fairy tries to get hockey players to help him collect teeth, using both mockery and unabashed pleading." Peer Group Principal Fred Peer, on the campaign: "Hockey in New Orleans is so absurd to begin with, considering nothing has ever frozen down here. We just wanted to capitalize on that absurdity and create something people will remember" (ADWEEK, 1/28).