Versus, FSN Roll Out Ad Campaigns In Support Of NHL Coverage
By Erik Swanson, Staff Writer
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Versus Focuses On "Unsung Heroes"
Of The NHL In New Campaign |
Versus has launched a new ad campaign in support of its coverage of the ’08-09 NHL season titled “Unsung Heroes” that features several lower-profile players including Flyers D Braydon Coburn, Blues C Brad Boyes, Lightning LW Ryan Malone, Bruins LW P.J. Axelsson and Blackhawks C Jonathan Toews. The effort, via Brooklyn Brothers, N.Y., includes TV spots directed by Greg Kohs, as well as print, radio and online elements. The campaign broke three weeks ago with the Coburn spot, and the TV ads have been airing since then on Versus and various sports programming in markets like Boston, Tampa, Denver, St. Louis, Philadelphia, Minneapolis and DC. Versus VP/Marketing Ryan Donovan estimated the net is spending about $6-7M in total on the campaign. Donovan said the effort, which will run through the NHL All-Star Game in February, is "dedicated to the guys who are playing on the third or fourth lines." Donovan: "Those guys are training just as hard, playing just as hard, hitting as hard as the Sidney Crosby’s of the world. They’re suiting up every day, not because they want the endorsement deals or they want to be famous, but because they love to play hockey. That’s what this campaign is all about." Despite the focus on lesser-known players, the campaign does include a spot featuring the Penguins captain, though Donovan noted the ad -- which has not yet launched -- is "really about his teammates" and the 29 games the Penguins played without Crosby due to injury last season.
OVER THE AIR: While not the first to break, “Anthem” is the only ad in the campaign to highlight multiple players. Donovan said "Anthem" is "really the spot that ties the rest of them together." The ad features a montage of several players narrating a script that includes lines like, "I’m not a household name. I don’t have a supermodel girlfriend. There are no automakers asking me to drive their cars, or sneaker companies begging me to wear their shoes." The rest of the spots depict individual players reading scripts over clips that highlight their blue-collar attitudes and disinterest in the limelight. Coburn discusses the numerous injuries he has suffered -- and come back from -- throughout his career in his ad. Meanwhile, Boyes discusses his fifth place finish in the league in goals scored last season, saying, “Who wants to be treated special for coming in fifth? Where’s the motivation in that?” All of the spots feature the same classic-rock-sounding original soundtrack produced specifically for the campaign. "We wanted a really gritty feel to this campaign, because it is a blue-collar sport, a sport that has not become about the glitz and glam and is still very pure and edgy," Donovan said.
FSN PRIME TICKET: Multiple FSN RSNs also have broken ads, all produced in-house, in support of their coverage of local NHL teams this season. FSN Prime Ticket has launched “Unfinished Business,” a 30-second spot shot in comic-book style that portrays Ducks players as heroes on a quest to improve upon their first-round playoff loss to the Stars last season and “become legends.”
FOX SPORTS ARIZONA: In support of its Coyotes coverage, Fox Sports Arizona (FSA) is airing “Coyotes Blueprint,” a 30-second ad produced by Dan Omahen that highlights the team’s young talent, experienced veterans and the leadership of Managing Partner & coach Wayne Gretzky. The ad features a montage of Coyotes highlights framed by images of blueprints. FSA Dir of Communications & Marketing Brett Hansen said the spot plays on the “fact that a blueprint for success has been developed.” The spot is currently airing on FSA and on an LED board at Westgate City Center in Glendale, Arizona, the site of Jobing.com Arena.
FSN DETROIT: FSN Detroit, in advance of their season-opening Red Wings broadcast, has broken "Team vs. Team." The spot features footage from last season, and the voiceover highlights LW Henrik Zetterberg and the Red Wings’ attempt to “continue their reign as Stanley Cup Champions.”
FSN NORTH: FSN North is airing "The Team of 18,000 Returns" ahead of Saturday's Bruins-Wild broadcast, referencing the capacity crowd at the 18,064-seat Xcel Energy Center. The ad begins with the narration, “This Saturday, the team of 18,000 will go Wild,” then leads into a montage of highlights.
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