BigEyedWish Bills New Jersey Devils as ‘Relentless’

By Erik Oster 

Manhattan agency BigEyedWish launched a new campaign for the New Jersey Devils entitled “Relentless,” which makes us wonder how many people who worked on the project are secretly Rangers fans.

“Relentless” is built around a 90-second spot of the same title. “Greatness, it doesn’t just happen” intones the by-the-books sports anthem ad voiceover at the beginning of the spot. It goes on to deliver the message that countless hours of hard work, practice, injuries, etc. went into those slow-motion replays you’re drooling over. For the most part it’s your typical fare, with the inspirational tone this time applied to the New Jersey Devils rather than a particular brand of sports apparel or energy drink. There is one particularly cringe-worthy exchange that drags the spot down, however, with the rhyming lines, “There’s a price to pay: hits to take, muscles to ache, hearts to break.” The spot made its debut online and at the team’s open practice at the Prudential Center on September 19 in front of over 3,000 fans and the campaign will continue to run throughout the NHL season, driving social media and digital assets.

“With our new leadership and invigorated vision, we are entering one of the most anticipated seasons of our team’s storied history,” said New Jersey Devils chief marketing and innovations officer Daniel Cherry III. “This campaign is who we are, and how we prepare, and how we perform – on and off the ice. Relentless is our promise to strive for greatness in everything we do as a team, as a community, as a family.”