The National Hockey League, well aware that last season's excitement may be a tough act to follow, is launching a new advertising campaign just in time for the season's first face-off. It hopes the
new effort will build on the enthusiasm and adrenaline of last year's highly rated Stanley Cup playoffs.
Themed "Five Questions Will Become Answers," the spots are a big departure for the
league, featuring five NHL stars working out off-season. Instead of fast-paced arena shots, they're off the ice, sweating through tough athletic drills most fans associate with other sports.
Chicago Blackhawks captain Jonathan Toews pushes through squats, as talk-radio analysts wonder whether the Blackhawks can "repeat as champs," when "they'll have a target on their backs every night."
Buffalo Sabres goalie Ryan Miller bounces tennis balls off a wall; Montreal Canadiens forward Mike Cammalleri flips a huge tire on an outdoor court, while the commentators ask "did the Canadiens just
get hot at the right time, or are they really that good?"