New Ads From the NHL Assure Fans That This Season Will Be Anything But 'Regular'

The high-energy work debuts a new creative relationship between the league and agency Highdive

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You could say that professional hockey is back but according to the National Hockey League’s (NHL) latest campaign, declaring it a “regular season” might be somewhat misleading. After all, hockey has more than its fair share of unpredictable moments, making this time of year far from “regular” for devoted fans of the sport.

The “Nothing Regular” campaign debuts with four spots highlighting the moments that separate hockey from the rest of athletics, such as players resorting to lacrosse tactics that create playmaking moments or stirring postgame rituals.



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