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NEW YORK As the National Hockey League gears up for its second season, cable network Versus is looking to reach fans as their teams make it to the playoffs and beyond.
On Monday it launched an integrated campaign from independent Taxi, New York, consisting of a mix of 30- and 20-second spots directed by Tony Kaye, who also directed American History X, promoting the NHL playoffs, which begin on April 9.
In the 30-second “I Am the Stanley Cup Playoffs,” iconic images such as a flashing red goal light, octopi being thrown onto the ice in Detroit and a Champagne bottle being popped flash by on screen as a deep-voiced narrator utters statements like “I am a cult following.”
“Octopus
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