• Multichannel News, Tuesday, March 11, 2008 11 AM

Cable net Versus has rolled out a new ad campaign touting its coverage of the NHL playoffs under the tagline "I Am The Stanley Cup Playoffs On Versus." Featuring inanimate objects like a red light, empty seats and a marine mollusk being tossed on to the ice, "Anthem" is one spot to try and make the march to the Stanley Cup come alive.

Another execution, focusing on the $6 bottles of champagne used to celebrate a victory, will air as Versus' Game 1 and Game 2 coverage of the Stanley Cup Finals gets closer. "Hey, a sommelier isn't buying the bottles; it's the equipment manager," says Versus marketing vice president Ryan Donovan. "But every player will say that's the finest bubbly they'll ever taste."

Last year, Versus' playoff campaign was built around great moments from the NHL's past, Donovan says, largely because the channel had not yet been tied to the league's heritage.

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