Canadian insurance company Sonnet and the NHLPA this morning announced an extension of their initial one-year campaign from '18-19. This year’s installment will be centered around three 30-second TV spots featuring current players Morgan Rielly, Zach Hyman and Frédérik Gauthier in addition to legends Doug Gilmour, Mario Tremblay and Jayna Hefford, who is spearheading efforts with the PWHPA. The ads will air throughout the remainder of the ’19-20 season nationwide across hockey, sports and select specialty networks, coinciding with additional branded spots, Sonnet said. The first ad launches today and features the six individuals discussing the evolution of hockey sticks.
NHLPA Senior Dir of Marketing & Community Relations Devin Smith highlighted Hefford’s involvement: "It was great to bring her into the campaign. … She is a legend and fit right in. The players were proud to work with her. The partnership with Sonnet is progressive and deeper than just the ads.” Sonnet’s agency --Whitney Creative, Charlotte -- contributed to the campaign.
