Lucas Ferraro, senior director, ESPN Sports Marketing, stocks a behind-the-scenes have a look at the making of “That is Hockey,” the ingenious advertising and marketing marketing campaign for ESPN’s 2d season again with the National Hockey League, and what it was once like running with six-time Stanley Cup champion Mark Messier.
To advertise the get started of the 2022-23 National Hockey League common season, Ferraro and the ingenious group labored with Hockey Hall of Famer and ESPN analyst Messier as the “voice of hockey” to additional identify ESPN and ESPN+ as the “home of hockey.” See the behind-the-scenes footage above; watch the completed clip under.
The shoot came about final month at the Andrew Stergiopoulos Ice Rink in Great Neck, N.Y. Ferraro supplies inside of main points:
1. On how the idea for this season’s anthem got here in combination: Our key perception for this 12 months’s marketing campaign was once that these days’s hockey is extra aggressive with the closest video games, maximum offense, and extra younger stars mixed with long term corridor of popularity veterans in fresh reminiscence – in the long run making it the maximum fascinating it’s ever been. Our ingenious company, Fallon, in conjunction with our inside ingenious companions at G&L, did an out of this world process of taking this perception to middle and handing over on an impactful marketing campaign idea. The end result was once “That Is Hockey,” which faucets Messier to ship this tough message and remind everybody that ESPN/ESPN+ is the premier vacation spot for hockey fanatics.
2. On how the athletes and highlights featured in the spot have been selected: It was once essential for us to focus on a lot of megastar gamers to exhibit the complete extent of the improbable degree of ability the League has on show these days. From younger stars and prolific objective scorers like Auston Matthews and Connor McDavid to a assured long term Hall of Famer in Alex Ovechkin to an implausible goaltender in Igor Shesterkin, and naturally, the reigning Stanley Cup champion Colorado Avalanche, there is no scarcity of fantastic hockey on show on this piece.
3. On what it was once like running with Messier and the way he contributed to the challenge: Mark was once wonderful to paintings with from begin to end. The second we offered this concept to him, he was once absolutely invested, to the extent that he was once keen to check and workshop the script in combination. This ensured the whole lot was once represented in his unique voice, in conjunction with the management he has exemplified his whole occupation. It was once a real honor to paintings hand in hand with this type of legend of the game, and his efficiency in the marketing campaign indubitably elevates the paintings to new heights.
EDITOR’S NOTE: The season starts in North America this night, with a doubleheader Face-Off on ESPN and ESPN+ in a rematch of final 12 months’s Eastern Conference Final with the Tampa Bay Lightning visiting the New York Rangers at Madison Square Garden (7:30 p.m. ET) and the Los Angeles Kings webhosting the Vegas Golden Knights at Crypto.com Arena (10 ET). For extra, consult with ESPN PressRoom.