It was, said Marty Donohue, the dream meeting with a client.
"Essentially, we walked into Ted Leonsis' office," recounted Donohue, a co-creative director at Hill, Holliday, Connors, Cosmopulos in Boston, "and he looked at us and said, 'I want you to win every award that's out there I want to be scared by what I see when you come back.' "
At that first meeting with the new owner of the NHL's Washington Capitals, Leonsis said players must be used in the ads and personalized, said Donohue.
Seven TV ads are now in rotation through the season in Washington, D.C., along with print, radio and the NHL's first in-stadium Webcam. Tagged "Always intense," the spots feature players showing their devotion to the sport's intensity.
In one, a paperboy tries to throw an edition past goalie Olaf Kolzig.
In another, a blind date with Sergei Gonchar leads to the bedroom; a voice shouts, "He shoots!
Donohue said that ad is the one Leonsis is afraid of: "He's afraid his wife is gonna kill him."