The NHL has a new campaign out that feels unbelievably familiar:

Watch other spots: Hope, Faith

I have to admit I wasn’t a huge fan of the ‘Where Amazing Happens’ campaign when it launched, but it has since won me over. Clearly the execs over at the NHL have some love for it too.

I understand the beauty of the NBA campaign – memorable executions within a system that offers quick and easy customization for specific markets and last week’s highlights. But as a lifetime NHL fan I can’t help but feel disappointed in their advertising yet again.

On a brighter note, I think the Winter Classic is the smartest bit of marketing the NHL has ever done. This year was no exception, with a great event that neatly balanced hockey tradition and accessibility for fans old and new. Really hope to see more of these sorts of initiatives in the future.