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]