It launched on the airwaves on Black Friday, when ABC aired its first NHL game since 2004. The ‘Nothing Regular’ campaign was structured so that those moments could be pushed out on digital and broadcast channels with very little turnaround time. “As an entertainment property, it’s exactly what we want.” “Even if it’s not your favorite team, even if it’s maybe not what the matchup is that you would typically tune in to - the fact that in every game, in every period, and potentially in every shift, something amazing could happen? That’s all, as a sport, that you can ask for,” said Casey Hall, the NHL’s senior vice president of marketing and consumer insights.
The play - and the ads - remind sports fans that even during the long 82-game regular season, there will be moments worth watching nearly every night.
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