SBD/Issue 178/Sponsorships, Advertising & Marketing

More Than Words: Latest NHL "History" Ad To Debut Saturday Night

Watch NHL's "No Words" Spot

The inability of NHL players to articulate their boundless joy after fulfilling a lifelong dream to win a championship is the subject of a spot that will debut on NBC's telecast of Stanley Cup Final Game One Saturday. "No Words" is the latest ad in the "History Will Be Made" playoff campaign from Y&R and the NHL, which started with one replaying Bobby Orr aloft and perpendicular to the ice after scoring the Cup-winning goal in '70 played in reverse slow motion. Around 50 spots following that format have been produced since then by the league, but the number of tribute ads produced by fans is staggering. YouTube lists more than 68,000 selections when you type in “History Will Be Made." While keeping the same tonality, “No Words" abandoned the game highlights format. The spot instead cuts quickly from one Cup-winning player to another, each unable to express the joy of finally fulfilling hockey’s ultimate quest. After players including HOFers Mark Messier and Brett Hull continue to fumble for words, the spot ends with a simple graphic: “There Are No Words." NBC will broadcast Stanley Cup Final Games One and Two and, if necessary, Games Five through Seven. Versus will broadcast Games Three and Four.

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