With the puck about to drop on ice hockey’s showpiece trophy – the Stanley Cup Finals – I wanted to shine a spotlight on an ad that, to this very day, still raises the hairs on the back of my neck.
As an athlete, there is simply no greater feeling than winning a title. Yet, as this advert so perfectly encapsulates, finding the words to describe that feeling, is easier said than done.
As a creative and ex-hockey player myself, this TV spot – broadcast for the 2010 Stanley Cup Finals – works so well for three reasons. Firstly, the use of archive footage adds a nostalgic charm to the ad, which always somehow manages to create emotion in a way modern footage can’t.
Then we have the music which, like so many ads, truly makes it. The second I hear the tinkle of ivory, I get emotional; a sensation that only grows stronger when more instruments and musical layers are added half way through.
And if the footage and music help paint the picture, then the closing strapline – so powerful yet to the point – provides a perfect ending to this 30-second masterpiece. Indeed, ‘No Words’ is a reminder that great ads come in all shapes and sizes: some rely on breathtaking visuals, others thought-provoking words.
And, in the case of this ad, sometimes, there are no words needed at all.