Heat Plays Together With NHL 16, Kevin Smith

By Erik Oster 

San Francisco agency Heat launched a new 30-second spot for EA Sports’ NHL 16, featuring director and celebrity hockey enthusiast Kevin Smith, as well as NHL players Ryan Getzlaf and Frederik Andersen.

The spot opens on a description of a particularly memorable play. As the spot continues, the montage progresses to show other fans of the game, including Smith, each describing portions of the action, with in-game footage mixed in for good measure. Apart from Smith’s involvement, there’s nothing particularly noteworthy about the ad. That isn’t a bad thing, exactly, as it still does a reasonable job of conveying excitement about the game and making it look pretty good with the actual game footage. But coming off of the agency’s unorthodox and entertaining effort for Madden, “Madden: The Movie,” it can’t help but be a bit of a disappointment.


Chairman/Executive Creative Director: Steve Stone
Creative Director/Copywriter: Warren Cockrel
Creative Director/Art Director: Anna Rowland
Copywriter: Ben Pfutzenreuter
Art Director: Shawn Raissi
Director of Content Producer: Brian Coate
Producer: Danielle Watchman
Account Director: JT Pierce
Account Supervisor: Julia Wu
Assistant Account Manager: Molly Reynolds
Business Affairs: Julie Petruzzo
Production Company:  Community Films
Director: The Hoffman Brothers
Executive Producer: Carl Swan
Line Producer: John Beveridge
Editorial Company: Beast, San Francisco
Editor: Brian Lagerhausen
Executive Producer: Jon Ettinger
Post Supervisor: Tracy Coleman
Color Correction:  Beast, San Francisco
Colorist: Dave Burghardt
Audio Facility: One Union Recording, San Francisco
Engineer: Joaby Deal
Music Supervision: Beacon Street
Music Supervisor: Adrea Lavezzoli
Original Track: “Bludgeoned”