A couple days ago Sean Tomlinson mentioned that the NHL may be devaluing their “History Will Be Made” commercials by producing them for pretty much every somewhat important event in the playoffs.
The league did this last year as well and it’s a little ridiculous. Brian Boucher winning game three? Seriously? That’s history?
The NHL also has videos for James Neal scoring an overtime goal in a game four against the Lightning, Drew Doughty scoring two goals in a game two against San Jose, Marc-Andre Fleury shutting out Tampa Bay in game one, the Sedins picking up some points in game two against the Blackhawks and a few others.
These moments are relatively common and boring. They’re not history in the making.
We understand what the NHL is trying to do here. They’re hoping to connect big moments of this year’s playoffs with great moments from the past. They’re trying to convey the point that history can happen in any game and that you’ll remember these playoffs for the rest of your life.
But they’re devaluing their own point by choosing moments that are relatively mundane. The best of these new ads is the Sharks comeback against the Kings.
That game is likely one that you’ll remember for a very long time. It feels right putting it on par with great moments of the past. Those are the kinds of moments that the NHL should be focusing on with this campaign. Yes, they don’t happen every day, but they’re the unique moments that make the playoffs exciting.
While we’re on that point, how come the NHL didn’t do one for the Captials comeback last night? Sure, it wasn’t incredibly historic, but it was more memorable than Fleury winning game one in Pittsburgh or Dubinsky scoring the winner in game three. We would have settled for a “History Can Hear You” video about the MSG crowd. That was a moment to remember, regardless of the final score of the game.
For some reason that commercial wasn’t made, and we’re left with things like “History scores the third goal in a 5-4 game” and “History picks up a secondary assist in the first period.”
Maybe the league should wait until a series is over before making these videos, because the ones they’re making right now are not very interesting. They even managed to make the Montreal/Boston rivalry seem boring, which seemed impossible up until this point.
It might as well have said “History wins the first two games of a series.”
Unlike the ads that the league released before the playoffs started, these new spots have very little emotion in them. They’re simply not exciting or memorable, which is ironic since they’re supposed to be documenting “historic” moments. The league doesn’t need to make new versions of these ads after every game. All they’re doing by producing so many ads is devaluing actual historic moments by comparing them to routine events.
We fear that “History dumps the puck in so a team can change lines” could be next.