It Happens on Sportsnet

In the battle for brand attribution, we pulled no punches.

Leveraging the personality of the players, humour, fresh graphics and a repetitive script, this campaign hammers home the idea that there is more NHL coverage "on Sportsnet!"

"Are you not entertained?!" -PK Subban

This campaign delivers on the brief's request to drive up NHL attribution with Sportsnet, focus on Sportsnet's cross platform coverage and create hype for new season ahead. We refreshed the approach to on-ice "power poses" with new energy, simplified the lines to camera for the athletes, and let their personalities shine through in their own unique performances.