It all started in the 2008 Stanley Cup Final, when the NHL made “Cup Raise”, a 30-second commercial showing a zoetrope of players past hoisting the Stanley Cup.
The ad was so popular, it won an Emmy Award, and was used again for the 2009 Stanley Cup Final.
The next year, a new commercial, “No Words” was used for the 2010 Stanley Cup Final, showing the emotional description of players when they win the Stanley Cup.
Like the previous commercial, “No Words” was used for the 2011 Stanley Cup Final.
In 2012, a new commercial was used for the Stanley Cup Final. “Boys” features a tradition started by the Edmonton Oilers: the impromptu group photo with the Stanley Cup after the players skate around the rink, kissing it, and passing it amongst each other.
The 2013 Stanley Cup Final commercial, “Handshake” focuses on the greatest tradition in sports: the post-game handshakes between both teams after the clinching game of the Stanley Cup Final.
And while there was no commercial made for the 2014 Stanley Cup Final, the 2015 Stanley Cup Final commercial, entitled “Name” premiered during Game 7 of the Eastern Conference Final. Narrated by the voice of HBO Sports, Liev Schreiber, the one-minute commercial details when you win the Stanley Cup, your name — your legacy — is permanently etched onto one of the Cup’s rings forever.
What all five of these commercials have in common is they showcase the mystique and jubilation of winning hockey’s holy grail. It is a realization of a life-long dream, and once you win it, you immediately have the desire to try to win it again.