It seems like every other commercial on TV has some connection to the NHL, with all the ads for beer, cars, and vacations taking place during the game. Well, now the tables have turned, as the National Hockey League is now the subject of some great commercials as well.
Here’s a look at who is in the commercials for the NHL, and which ones are favorites.
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Gary Bettman
The first person we encounter in the ads for the National Hockey League is none other than Gary Bettman. As the Commissioner of the NHL, Bettman has been in the public eye for some time now and has gained a bit of a reputation as a grumpy old man. It seems like every time he speaks, all you can hear is the sound of crickets chirping.
Well, that’s not entirely accurate. You can also hear the noise of a million dollars being thrown out of a window.
These commercials for the NHL are great because they make fun of Bettman’s grumpy demeanor but also show just how much he cares about hockey.
Shane Battiston
One of hockey’s all-time great goalies and current TV commentator Shane Battiston makes a return appearance in one of the NHL’s newest commercials. In the commercial, Battiston is shown relaxing at home with his family. He then gets a call from a friend asking if he’d like to come over and play some hockey. Battiston then gets up and heads to the ice rink, where he proceeds to show off his skills for the camera.
There are a couple things that make these commercials so brilliant. First, it’s always nice to see someone who is so passionate about a sport that you aren’t even really a fan of. Second, the friend who calls Battiston is played by none other than William Shatner, which should tell you everything you need to know about the quality of the acting in these commercials.
Dana Murzyn
Another goalie who makes an appearance in these commercials is Dana Murzyn. While Battiston is showing off his athletic abilities on the ice, Murzyn is doing the same thing on a beach. In both cases, the athletes show off their skills by stopping a puck with their bodies.
Unlike some of the other NHL commercials, these ones use more of a comedic approach, as Murzyn and Battiston play off of each other’s athletic abilities and personalities. As good as these commercials are, though, nothing can beat the original version of “That Is Hockey”, which featured a much lighter-skinned Ryan Gosling.
Ryan Gosling
The most recent addition to the line of “That Is Hockey” commercials is none other than Ryan Gosling. In this latest version, Gosling is shown in a car dealership, trying to convince a skeptic that he’s actually a good deal. Toward the end of the spot, Gosling gets out of the car and starts throwing around some park, showing off his skating skills.
Gosling’s car dealership commercial is a great example of how these commercials aren’t just about showing off the sport. The spot also features the actor trying to sell a car to a reluctant buyer who just doesn’t want to make a purchase just yet.
Billie Jean King
Now it’s time for the ads to speak, and who better to introduce us to the glories of the NHL than none other than Billie Jean King. In these ads, King is shown coaching a girl’s basketball team. As the coach, it’s King’s job to get her players to work together and trust each other. Towards the end of the first half of the ad, King makes some subtle gestures toward one of her players, which results in a sexual innuendo-laced conversation between the two. This ad is rated PG–13 due to the suggestive dialogue and behavior of the female protagonist.
NHL All-Stars
Another great example of the diverse group of people who play a part in the NHL is the NHL All-Stars. In these commercials, NHL All-Stars are shown performing various hockey-related stunts. Some of the highlights include a race car driver, an elite bobsled team, and a pair of figure skaters. Like the earlier “That Is Hockey” ad, the NHL All-Stars commercials feature a range of skin tones, proving that hockey isn’t just for white people.
Hockey Mom
Hockey moms are pretty cool too. In these commercials, hockey moms are shown to be supportive, courageous, and strong. One of the first spots in this series shows a hockey mom encouraging her son to stand up for himself, which results in the young boy challenging a large man to fight. Eventually, the large man concedes and the two of them start throwing punches at each other. The scene then shifts to show other members of the family watching in awe as the two men engage in combat.
This is one of the more humorous spots in the ad campaign. It uses a familiar scenario—a son or daughter wanting to get into hockey—to make light of the fact that these are tough lessons to learn. The man who defends his territory and doesn’t take “no” for an answer later says he has a scar on his chest to indicate he’s not afraid to fight. For the family, the fight was an opportunity to teach their young son or daughter about courage and strength. For the NHL, it’s a chance to show that hockey can be cool and edgy, and can attract audiences who would otherwise never tune in to the sport.
NHL Legends
Speaking of cool and edgy, the NHL has also taken the opportunity to pay tribute to some of its greatest stars by turning them into NHL Legends. These ads feature people like Gordie Howe, who was among the first to ever skate around the ice in figure eights; or Terry Fox, who was the first to ever run across the Golden Division (now Prairie Crossing). There’s also NHL great Alex Ovechkin, Martin St. Louis, and more. Like the earlier commercials, these ones also feature a diverse group of people who all have one thing in common: They are great hockey players.
New York Rangers
The New York Rangers are featured in one of the more recent “That Is Hockey” commercials. The team’s all-time leading scorer, Rick Nash, is shown playing golf with some teammates. During the game, they hit on a number of topics, including Rick Nash’s then-girlfriend Helena Kang, Laurence Gold, and Justin Braun. This ad is rated PG due to some mild language.
New York Islanders
The New York Islanders are also another team who have made an appearance in at least one of the “That Is Hockey” commercials. In this case, the two sides of the rink seem to be on opposing teams, with the players engaging in brawl on the ice, then getting into some hip-hop dance battles in the stadium. While the first round of brawling is taking place, fans are shown in the background, reacting in shock and awe.
Like many of the other organizations mentioned so far, the New York Islanders also show off a range of skin tones in their commercials, proving that hockey isn’t just for white people.
The Future Of Hockey
These commercials for the NHL aren’t just about celebrating the sport’s past. It’s also a chance to look ahead to the future of hockey. In the coming years, the NHL’s TV ratings are projected to increase by as much as 12%, as more and more people are tuning in to watch the sport live and online.
If these numbers hold true, it will mark the first time in years that the NHL will see an uptick in viewership. These commercials play a major part in that growth, as they show a wide range of hockey players, both men and women, of different ethnicities, and display a range of athletic abilities. It’s also great to see the ads feature a mix of funny, sarcastic banter and occasional sexual allusions, showing that the NHL isn’t afraid to be edgy when promoting their sport.