The Face of The NHL Brand

Sidney Crosby of the Pittsburgh Penguins is sometimes called “The Next One” by fans. It’s a flattering reference to “The Great One,” a.k.a. Wayne Gretzky.
“He’s their LeBron,” said Bruce Jacobson of Young & Rubicam, the advertising agency that created the N.H.L.’s new star-centric campaign. In addition to Crosby, ads will feature Patrick Kane of the Chicago Blackhawks, Henrik Lundqvist of the Rangers, and Dion Phaneuf of the Calgary Flames.
Television spots will begin appearing today as part of a campaign valued at more than $15 million.
[via The New York Times]

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. not a bad idea to highlight some of hockey’s stars. but why no alex ovechkin or vinny lecavalier? probably the 2 biggest stars in the league right now besides crosby.