Hockey Fans pay attention!
The latest NHL15, from Electronic Arts, has was released almost two months ago and features the Boston Bruins’ Patrice Bergeron.
This short commercial starts with Bergeron dressed as if he’s about the enter the ice rink. You see him walk carefully through a bar between the tables to take the stage while the MC says that he will perform a piece called “Feelings”. Quietly putting his helmet on his chairs, he reaches the mic and starts reading a poem he wrote for his love…
Of course by love, he meant hockey! Over a jazzy bass tune, Bergeron tells a story about his game: the hockey, and especially NHL15. During his little poem, you can see videos of NHL15 perfectly matching what he describes. Basically, when he presses play, his feelings can’t be denied, all of his shiny hockey dreams go by. Hold his calls, Bergeron is in love with the game and wants to play it… forever. It ends with fingers snapping, AKA a “Beatnik applause”, to show appreciation for Bergeron’s slam poetry.
It may sounds strange for non-hockey fans, but it isn’t to a hockey enthusiast. To me it even talks to any sports fan. Doesn’t matter that you like hockey, football, basketball or soccer. You understand his words, his passion, his love… his feelings! That’s why this commercial is great. Even if it is aimed at hockey fans, it uses a universal message. Sports bring anger, joy, sadness and/or happiness. So many feelings that make sense when you live for sports.
Hockey is special to some people, like here in Montreal where almost everyone knows that they are playing tonight. The Canadians have such a history, that it belongs to the city and its Habs – abbreviation of Les Habitants – but as we know, it is the same in a lot of different cities. Sports is special to everyone and having a bold and special commercial like this one, makes us remember our love for it – even through poetry! I really like this idea of using literature. Bringing poetry into sports brings a little less roughness to a sport that already has plenty and making a NHL player reading it is far from what you could expect of him. A well played move by EA.
Simple and complex at the same time, with a pinch of awkwardness and beauty, this commercial has almost more feelings than Patrice Bergeron’s poem. While the ad was targeted towards hockey fans, it turns out this poem could be about any other sport. Because that’s what sports is about: uniting people and their emotions.
After all, this ad is simple but quite brilliant. It is aimed towards hockey fans, the ones that live for it. A poem for the video game from a player, but like no other: an actual NHL player.