• by Fern Siegel , April 16, 2024

The National Hockey League is saluting its most obsessive fans.

A new campaign for the 2024 Stanley Cup Playoffs, beginning Saturday, showcases their insanity. Created by Highdive, the three 30-second spots run on the NHL’s digital and social-media platforms, as well as TV.

The work pays tribute to passionate NHL fans who put the team first. The tagline sums up that theme: "Love Makes You Do Crazy Things."

The spots are Tattoo, Catfish and Not Together.

In "Tattoo," a Vegas Golden Knights Fan prematurely gets a Stanley Cup Championship tattoo on his arm before the 2019 Playoffs begin, confidently stating “this is our year.” It is not.

Chad Broude, co-founder of Highdive, told Agency Daily: “These spots were inspired by true stories of the crazy things NHL fans do for their teams. For the die-hard fan, doing something like throwing a dead catfish on the ice might not sound out of the ordinary. But to the average person, they seem crazy. What better time to celebrate this unique ‘crazy love’ than during the playoffs, when excitement is at its peak.”

The Stanley Cup Playoffs begin April 20, with games on ABC, ESPN, ESPN2, ESPN+, TNT, TBS, TruTV and Max in the U.S.

Chicago-based Highdive's client work includes Jeep, Ram Trucks, Boost Mobile, Airheads, Lay’s and Beam Suntory.