After the National Hockey League went on strike for the 2004-2005 season the following 3 seasons had very low television ratings and was in danger of losing its television deal. The NHL had to come up with a creative way to create a new image to go along with post lock out hockey.
This is when The NHL came up with their “History will be made” commercials. These were a string of commercials that were released leading up to the 2007-2008 NHL playoffs. They had such a positive initial reaction to their new marketing campaign that the NHL decided they would continue the ads throughout the playoffs even making more than 5 new commercials.
The “History will be made” commercials take some of the biggest moments in NHL playoff history and simply ask the question “what if this never happened?” They play these clips with nostalgic music and are only 30 seconds long but had a very big impact on the way the NHL was going to market themselves.
The commercials had so much success that they continued to play a few and made more for the 2008-2009 NHL playoffs. The NHL realized that no matter how their product changed or what their image was, if they could get people to think about their favorite NHL memories they could sell them on their new product. The NHL continued their nostalgic commercials throughout the 2010-2011 season.
Garrett Stripp
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