NHL’s Anaheim Ducks Are Quacking Back with “Fight Teeth”

The NHL’s Anaheim Ducks are quacking back this season by building out the world of "Orange Country"— the embodiment of Anaheim Ducks fandom and the true gritty spirit of Orange County. Just in time for the holidays, the latest work, "Fight Teeth" continues to build the world of Orange Country by bringing the nostalgia of toy commercials with an unexpected edge.

A catchy kid-sung jingle declares, “Punch ‘em in, punch ‘em out, knock ‘em lose, make ‘em, shout!”proclaiming Fight Teeth as the perfect gift for fans of all ages. 

Cleverly alluding to their western conference rivals (Sharks, Knights, etc.), the spot encourages fans to collect them all.  

“Fight Teeth” is the most recent spot from the professional hockey team’s new brand platform, “You’re Entering Orange Country,” crafted with their creative AOR Battery, to rally fans while warning competitors that the Ducks are prepared to fiercely defend their home ice.

The campaign plays into the stereotypes often associated with Orange County and rewrites the narrative to show that the team isn’t just playing to win, they’re playing to inspire, drive anticipation, and fire up their community.

The Ducks welcome competitors and fans alike, with the warning ‘You’re Entering Orange Country’ building hype around the season and introducing the new “Orange Country” in the :30 broadcast spot and through DOOH and social.

The :30 “Quackback” spot draws fans in on social and builds anticipation for the new season, while challenging critics who say “Orange County is Soulless” and question “When are the Ducks going to be ‘Mighty’ again?”

On social media, the Ducks reclaim familiar insults that residents of Orange County are just ‘pretty faces’ by making them their own. 

The ‘7th Man Pledge’ immerses fans in the experience, making them feel like an integral part of the team. 

Every piece of this integrated brand roll out was carefully designed to build a world for Ducks fans to unite in as Defenders of Orange Country. 

Battery won the business earlier this year and has continued to work closely with the team, partnering to refresh the brand in June and rolling out the new season campaign.

Michelle Nam-Fischer, group creative director, Battery: “We’re proud to partner with the Ducks to craft a narrative that celebrates their fierce spirit on and off the ice. With the 'You’re Entering Orange Country' campaign, we embraced the opportunity to world-build, asking ourselves, ‘If Orange Country had its own story, culture, and identity, what would it look and sound like?’ That bold, unapologetic storytelling captures the essence of Ducks fandom and empowers both the team and their community to redefine what Orange County represents.”

Merit Tully, chief marketing officer, Anaheim Ducks: “Our love of hockey extends far beyond the Ducks— it’s about the vibrant community we share. Collaborating with Battery has been a game-changer for us. Their creative approach has amplified our vision for the Ducks, turning ‘You’re Entering Orange Country’ into a rallying cry that is resonating deeply with our fans and will continue to embody the grit and pride of Orange County.”