• by Wayne Friedman , April 1, 2014

Just days away from the NHL’s Stanley Cup playoffs, NBC will launch a series of on-air promos, including a long online effort about the fictional theft of the Stanley Cup itself.

The nearly five-minute spot, “CupNappers,” features comedian Nick Kroll and others who have stolen the Stanley Cup and then have some unusual demands for its return: Kroll’s character, for one, wants to play in the NHL in some capacity.

The long trailer features NBCUniversal talent: NBC News David Gregory; CNBC’s Jim Cramer, Carl Quintanilla,  Kayla Tausche, and NBCSN’s and NBC Sports Jeremy Roenick.

CNBC-like "breaking news" graphics appear in the spots.

The “CupNappers” long-form video promo is running across the digital media channels of NBC and the NHL. A 90-second version teaser trailer debuted on close to 20,000 movie theater screens this past weekend.

In addition, three other 30-second promos have been produced under the “Because It’s the Cup” theme -- one for each focus hockey scorers, goalies and “grinders.”

There is emphasis on heavy action with big marching drum soundtrack, coupled with significant on-screen statistics such as 1512 miles on ice, 16,380 wind sprints, 22,140 shifts and 9,691 saves.

The creative was developed by NBC and the NHL with New York ad agency The Brooklyn Brothers. The playoffs begin April 16.