• October 4, 2010

Reebok's CCM hockey skate brand is launching the U+ Crazy Light skate with a campaign starring hockey all-star and Washington Capitals forward Alex Ovechkin. The effort, via Milwaukee-based Cramer-Krasselt, includes TV, print and online advertising, as well as in-store executions.

The ads show hockey rookies who find Ovechkin's disembodied head in weird places asking them if they got the U+ Crazy Light skates and then laughing maniacally. The first spot shows a kid going to his locker before practice. He opens it to see Ovechkin's head on the top shelf saying "the championship will soon be ours! All ours."

The ads are set to break this month on sports cable networks in the U.S. and Canada including FSN, Versus, NHL Network, TSN, RDS and CBC.