NHL Campaign Turns Tipping Culture Frustrations into Hockey Comedy

The National Hockey League (NHL) premieres its newest commercial that transforms the universal frustration of tipping culture into a fun narrative, with goalies taking centre stage.

Building on the success of The Next Golden Era Is Now campaign, this spot cleverly connects a widespread cultural conversation about tipping pressures with the nightly challenges faced by NHL goalies. The campaign leverages a creative insight that turns a shared societal frustration into a hilarious exploration of athletic skill.

According to Pew Research, 40% of Americans oppose suggested tipping amounts - a sentiment that perfectly parallels the split-second, near-impossible deflections goalies battle on the ice. The commercial brings this parallel to life with unexpected humour and authenticity.

Goalies in the Spotlight

• Star Players: Featuring NHL goalies Juuse Saros (Nashville Predators) , Jacob Markström (New Jersey Devils), Jeremy Swayman (Boston Bruins), and Jake Oettinger (Dallas Stars)
• Surprise Element: forward Brad Marchand (Boston Bruins) makes a provocative cameo, adding an extra layer of comedy

The commercial will debut Thursday, Dec. 12th across national television networks and digital platforms.