Florida Panthers: CHECK MATE

Like most Floridians, creatives at Crispin and Porter/Miami don’t expect the expansion Florida Panthers to walk away with the Stanley Cup next season. So rather than hype the team’s prospects in their new television campaign, C&P decided to trumpet immediate spectator benefits, resulting in the highly honest tag, ‘Good hockey. Great air conditioning.’
The line round out a spare, low-tech spot in which a bespectacled banker – standing in suit and tie in the middle of an ice rink – lists the benefits of his bank, including ‘great checking.’ Upon delivery of the line, a rogue Panther delivers a crunching check the knocks the banker out of the picture. The spot’s low-budget look is no camera trick. Five 30-second commercials were shot for $20,000. Amie Miller produced the spots and Alex Bogusky directed. Markham Cronin served as art Director (and banker/tackling dummy) and Bogusky handled the copywriting.
Copyright Adweek L.P. (1993)