Enterprise is bringing back Hall of Fame goalie Martin Brodeur for a campaign that highlights the rental car company’s variety of transportation solutions.
The effort, from Cannonball, includes one 30-second TV ad as well as three digital shorts showing Enterprise’s range of services, including renting, buying and sharing.
Enterprise has been a sponsor of the NHL for the past ten years, and the brand is working to deepen its presence in the areas its customers are passionate about.
Another hockey player, T.J. Oshie of the Washington Capitals, has been featured in past Enterprise spots.
Hockey is a good fit for the brand because many customers are passionate about the sport, says an Enterprise spokesperson. NHL fans are three times more likely to use the Enterprise brand three or more times per year compared to general consumers, the spokesperson adds.
In the TV ad, Brodeur can be seen wearing a Devils hockey jersey in a shared commuter vehicle. He is also shown renting a convertible, plus a van to transport a youth hockey team. The spot will run on NBC Sports and the NHL Network throughout the NHL playoffs.
Three digital shorts include Brodeur benefiting from Enterprise’s customer service when an employee alerts him to a lost “cup.” In another spot, he and an employee use the iconic Canadian dish poutine (french fries with cheese curds and gravy) to illustrate how Enterprise brings all the right ingredients together to provide a total transportation solution.
The shorts will be live on Enterprise’s social media channels and YouTube. A mix of these digital shorts and banner ads will run on NHL.com and across other digital properties.
Brodeur, who played for the New Jersey Devils and St. Louis Blues, appeared in another Enterprise campaign in 2017.
The campaign has a lighthearted approach, but the takeaway is meant to be a sincere message: that Enterprise can cover many different needs, says Frank Thurman, vice president of marketing for Enterprise, in a release.