“We felt like there’s an opportunity here, and some momentum around our business and our game that we want to be fully prepared to take advantage of.”Īfter producing most of their creative in house for the last several years, the league put out a call for pitches to to several agencies. rights deals with ESPN and Turner, as well as just coming out of Covid and getting back to full buildings. “We recognized that we were, here at the league, kind of in a moment of transition,” Hall said. The league’s new broadcast rights agreements with Disney/ABC/ESPN and Warner Media/TNT were part of the impetus to seek some fresh creative input. It launched on the airwaves on Black Friday, when ABC aired its first NHL game since 2004. The ‘Nothing Regular’ campaign was structured so that those moments could be pushed out on digital and broadcast channels with very little turnaround time. “As an entertainment property, it’s exactly what we want.”
“Even if it’s not your favorite team, even if it’s maybe not what the matchup is that you would typically tune in to - the fact that in every game, in every period, and potentially in every shift, something amazing could happen? That’s all, as a sport, that you can ask for,” said Casey Hall, the NHL’s senior vice president of marketing and consumer insights. All-in-all, Zegras is one of those special buzzsaw-type players that can excel in key roles and perform under pressure.The play - and the ads - remind sports fans that even during the long 82-game regular season, there will be moments worth watching nearly every night. Defensively astute and proactive, he sees the lanes that his opponents do and will do his best to force the puck along the wall where he is at his best. He is a dangerous scoring threat anywhere below the blue line and his vision matched with his net-drive propels him into positions that create high percentage opportunities. His ability to finish and create plays is undoubtedly the hallmark of his game, as he is one of the major dynamos of his draft class. This unique aspect of his game makes him difficult and frustrating to play against.
He knows how to get under the skin of opponents and will actively seek out opportunities to lay the body and create separation, all the while staying attentive to the unfolding play. His pro-level mobility is the foundation of his game, supplementing an in-transition speed that shifts the pace of play. Zegras is an elite two-way forward that can play both wing and center.
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