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Brent Burns Hits the Right Note in CCM Hockey spot



To mark the launch of CCM Hockey’s new hockey stick, Cossette and Nova Film created video content featuring a musical performance by San Jose Sharks defenceman Brent Burns. With the help of a Super Tacks AS1 hockey stick, Burns interprets Johann Strauss’s Blue Danube, accompanied by the San Antonio Symphony.

NHL athletes are true artists when it comes to their sport. To demonstrate the shot power and accuracy that a high-level player like Brent Burns can achieve with a CCM Hockey stick, Cossette chose a setting and tone reminiscent of the classical arts scene.

Of note is that, due to Burns’s busy schedule, the spot was shot in less than 90 minutes—a tall order in terms of production that also demanded perfect precision from both agency and athlete.

As part of the brand’s integrated content strategy, the video has been appearing as pre-roll and on social media in Canada and the U.S. for a few weeks now. What’s more, it’s even been shared on the NHL’s Twitter feed. The video has also been airing on television networks throughout Québec since September 22nd.


Credits
Advertiser: CCM Hockey
Agency: Cossette
Creative: Jasmin Brochu, Sébastien Forget, Pascal Lefebvre, Cameron Hudson
Product: Marie-Michèle Coulombe, Joannie Roy
Production house: Nova Film
Director: David Poulin
Colourist: Éric Denis, Studio Élément
Sound: Jérôme Boiteau, Studio Expression

About Cossette
Cossette is a fully integrated marketing communications agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

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In the new campaign 'We're All Rivals Here,' a combination of traditional casting calls, call-outs by NFL teams and social media outreach were used to find authentic fans. During the production, fans were filmed simultaneously allowing both sides to hear what each other was saying during the throw downs, which encouraged the real time, high stakes banter.

he NFL also enlisted lifelong New York Giants fan and renowned director, Peter Berg (who directed the NFL’s Super Bowl spot, 'The 100-Year Game') to direct the films. Peter was just as much a fan as the actual cast, and even sparked debate from behind the camera.

CREDITS
CLIENT: The National Football League

CREATIVE AGENCY: 72andSunny Los Angeles

PRODUCTION COMPANY: Film 47

DIRECTOR: Peter Berg

EDIT COMPANY: Arcade

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