Hockey, Like It Oughta Be

The recent NBA lockout turned into something positive for Keith Lane, despite the fact that the agency president is a rabid sports fan.
To fill the time ordinarily reserved for professional basketball, Fox Sports Network broadcast Hockey East games and hired Lane Advertising in Salem, Mass., to promote the elite college division.
The result is five 30-second commercials featuring colliding hockey players, frenzied fans and, occasionally, dead fish being tossed onto the ice. The tagline: “Pure adrenaline.”
“Kids play because they love the game,” said Lane, who served as creative director on the campaign.