October 3, 2022
‘That is Hockey’: ESPN Releases New Creative for the NHL’s Upcoming 2022-23 Season
ESPN worked with agency Fallon and director Jeremy Pettit to capture the essence and energy of today’s game. The creative is set to run Monday night during ESPN’s coverage of Monday Night Football and will run across Disney’s owned and other paid linear and digital platforms in the lead up to and throughout the NHL season.
“After an exhilarating first year back in business with the NHL, we are thrilled to continue our work to engage fans, draw them to our coverage and help grow the game of hockey,” said Laura Gentile, Executive Vice President, Commercial Marketing, Disney. Networks & ESPN. “Collaborating with Mark Messier, truly an icon of the game with a face and voice that ‘is’ hockey, strengthens our message that the game has never been better and continues to evolve to captivate fans old and new.”
Charlie Wolff, Creative Director, Fallon, said, “Hockey is a singular sport. And not just because of the ice or the puck or the nuances of the game – it’s singular in its energy. In the way the game makes you feel. With “That is Hockey,” we sought to make ESPN not just the home of hockey, but the arbiter of all those things that make hockey…hockey.”
‘That is Hockey’ is the second creative campaign that has debuted since The Walt Disney Company, ESPN and the National Hockey League announced a historic and innovative seven-year television, streaming and media rights deal, beginning with last year’s 2021-2022 season.
This year’s regular season begins in North America on Tuesday, October 11, in an ESPN doubleheader showcasing a rematch of last year’s Eastern Conference Final with the Tampa Bay Lightning visiting the New York Rangers at Madison Square Garden and the Los Angeles Kings hosting the Vegas Golden Knights at Crypto.com Arena.
Credits
Client: ESPN
EVP, Marketing, ESPN & Networks: Laura Gentile
EVP & GM, ESPN+: Russell Wolff
VP, Marketing: Emeka Ofodile
Director, Marketing: Lucas Ferraro
Associate Director, Marketing: Thierry Lochard
Coordinator, Marketing: Maddy Cooper
Executive Director, ESPN+ Marketing: Chris Blumberg
Senior Manager, ESPN+ Marketing: Simon Barnes
Manager, ESPN+ Marketing: Steven Bonalle
Associate, ESPN+ Marketing: Ayorinde Iranlowo-Ifatunji
Creative Agency: Fallon
Chief Executive Officer: Rocky Novak
Co-Chief Creative Officer: Nikki Baker
Co-Chief Creative Officer: Leslie Shaffer
Chief Marketing Officer: Niki Dobratz
Creative Director: Charlie Wolff
Group Account Director: Marion Roussel
Group Account Director: Molly Kilduff
Account Manager: Victoria Clouse
Art Director: Chris Berry
Copywriter: Matt Hunziker
Head of Production: Erin Simle
Producer: Rob Lee
Group Strategy Director: Chad Koehnen
Production Studio: Porch House
Director: Jeremy Pettit
Executive Producer: Cody Utterson
Executive Producer: Andrew Schneider
Editorial Studio: The Pub
Editor: Carlos Lamas
Executive Producer: Amanda Tibbits
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Media Contacts:
Danny Chi, ESPN [email protected]
John Manzo, ESPN [email protected]
Kevin Ota, ESPN+ [email protected]