• by Fern Siegel , December 30, 2024

NHL's Anaheim Ducks debuted a new brand platform -- “You’re Entering Orange Country” -- and a spot, "Fight Teeth." 

Created by Battery, the team's agency of record, the ad promotes a novel idea. The perfect gift for hockey fans is teeth from rival teams, such as the Sharks and Knights.

The jingle says, “Punch 'em in, punch 'em out, knock 'em lose, make 'em, shout!” proclaiming "Fight Teeth" as the perfect gift for fans of all ages.

In addition, the campaign plays into the stereotypes often associated with Orange County. But the new narrative explains the Ducks don't just play to win, but hope to inspire their fan base and community.  

Spot run on broadcast TV, social and DOOH.

On social media, the Ducks reclaim familiar insults that residents of Orange County are just "pretty faces" by making them their own. The "7th Man Pledge" makes fans feel like an integral part of the team. 

Battery won the account earlier this year. 

Michelle Nam-Fischer, group creative director, Battery, said: “We embraced the opportunity to world-build, asking ourselves, ‘If Orange Country had its own story, culture, and identity, what would it look and sound like?’ That bold, unapologetic storytelling captures the essence of Ducks fandom and empowers both the team and their community to redefine what Orange County represents.”

At the end of 2024, the Anaheim Ducks have a record of 13 wins, 16 losses and 4 overtime losses with 30 points. This puts them in 7th place in the NHL Pacific Division.