TBWA Toronto Introduces NHL Stars to Sledge Hockey for Gatorade

By Erik Oster 

On August 18, 2014, TBWA Toronto and Gatorade surprised members of the Cruisers sledge hockey team by inviting NHL stars to join them on the ice. TBWA Toronto then used footage from the event to create the above online spot, released just a few days ago.

In the 2:15 video, we see the surprised look on the faces of Cruisers players as a Gatorade spokesperson invites NHL stars such as Sidney Crosby, Claude Giroux and Scott Hartnell onto the ice. But the ad isn’t just about how excited the Cruisers were to meet their hockey idols. The sledge hockey team proved the naysayers (who say sledge hockey isn’t as hard as the stand up version) wrong, and actually schooled the pros. “A couple of those guys did circles around us,” admits Giroux.


“At the end of the day, hockey is hockey,” the spot concludes,” followed by the message, “Proud supporter of hockey everywhere. No matter how it’s played.”

It’s an inspiring message, delivered well over the course of the ad — which actually does a good job of developing its story of the course of its run time, not feeling too stretched at out, even at over two minutes. “Sledge Hockey” is a pretty perfect encapsulation of Gatorade’s “#WinFromWithin” campaign message, and seems to have struck a chord with hockey fans, as it has already tallied almost 700,000 views on YouTube.


Client: Gatorade

Agency: TBWA Toronto
Executive Creative Director – Allen Oke
Creative Director – Gerald Kugler
Creative Director – Rodger Eyre
Writer – Robbie Percy
Art Director – Caitlin Gauthier
Producer – Lauren Sloan
Account Supervisor – Andrew Harris
Account Director – Patrick Lemoine

Director – Lionel Coleman
Line Producer – Adam McCloy
Production House – Wilfrid Park
Exec Producer – Tuula Hopp

Editor – Ross Birchall @ Saints
Post Producer @ Saints – Stephanie Hickman

Transfer – Tricia Hagoriles @ Alter Ego

Audio/Music – Adam Damelin @ The Eggplant
Producer @ Eggplant – Nicola Treadgold

Online Editor – Sean Cochrane @ The Vanity
Exec Producer @ The Vanity – Stephanie Pennington

Shirley Mukerjea – Director of Marketing – Gatorade
Sean Cauterman – Associate Marketing Manager – Gatorade

Devin Smith – Director, Marketing and Community Relations
Paul Drake

Dave Adams – Account Manager
Theresa Martel – Client Services Director