With the ghost of a smile on his face

Here, I am taking a moment to expand upon a campaign and some additional commentary made in a post by Wyatt Hamilton. Wyatt posted a number of the NHL’s recent ‘History will be made’ advertisements. He goes on to describe both the success and ubiquitous presence of the campaign. Indeed, as Hamilton mentions, this campaign is to be broadcast on TV, online, in magazines, in arenas, and through social media: the campaign is meant to be immersive, both in its message and multiple mediums.

There is undeniably a growing trend in professional sports to promote the history of the game, as opposed to current excitement. Legends of past always carry greater weight than those developing in the present. Moreover with the NHL’s most marketed player, Sidney Crosby, out indefinitely with post-concussion syndrome, the individual player approach appears to be demonstrating its limitations. Great way to hype a game, but a significant investment in an individual, and much less likely to attract attention to the league as a whole.

The memory of the average NHL fan is limited. How many of us have seen Rocket Richard adorn the jersey, or for that matter, the Russian Rocket (Pavel Bure)? Hockey is a sport played at a rapid pace. The league is trying to keep fans’ memories from forgetting at a similar rapidity.

Moreover, by using fan favourites, Stevie Y, Bobbie Orr, Patrick Roy, the league is investing in timeless stories, those that will not fade into irrelevance, and cannot be sidelined by a headshot.

History is constantly being made, but through this historic campaign the NHL is inviting its viewers to witness the next chapter: not a single, far removed event, but the continuation of a time-honoured legacy.

History will be made, will you be a witness?