• by Fern Siegel , April 24, 2025

The 2025 Stanley Cup Playoffs just kicked off. 

To augment the excitement, the National Hockey League released “It Takes Everything,” the first spot in its marketing campaign for the playoffs.

“It Take Everything,” created by Highdive, the NHL's agency of record, reveals the emotional and physical toll of intense competition.

The ad debuted April 19 during round one game broadcasts on TNT, TruTV and Max in the U.S. and on Sportsnet and CBC in Canada. The campaign also airs on NHL social channels through rounds one and two of the playoffs. The current spot will run during round one. A new spot will drop for round two. The final spot in the campaign will debut during the Conference Finals and run through the Stanley Cup Finals.

“With ‘All It Takes Is Everything,’ we leaned into how much these players are willing to sacrifice for the cup. These players care so much and give it everything they have. Every night. We’re focusing on the intensity and grit of the most exciting postseason in sports, where the cost of winning is the same as the cost of losing. Everything,” Chris Rose and Pat Seidel, creative directors at Highdive told Agency Daily.