The NHL knows its stars depend on caring parents, particularly moms, to support their early ambitions. Hockey moms are up at 5 a.m., drive to rinks, wash uniforms and cope with any injuries.
The tagline says it all: "You don't raise the Cup without the woman who raised you."
The spot airs Friday, May 12 through Sunday, May 15. It will run on the NHL Network as it covers the Stanley Cup playoffs this weekend and also on the networks that carry the NHL games: ESPN, ESPN2, and TNT, Sportnet and CBC in Canada.
The NHL will also post the ad on its social channels on May 14, Mother's Day.