CCM goes ‘All Out’ to promote its new products

Who: CCM Hockey and lg2, with Nova Film for production/post-production; Studio Expression for sound; BLVD and Circonflex for music. Directed by David Poulin.

What: “Score from everywhere,” the latest spot in the brand’s “All Out” platform introduced earlier this year.

When & Where: The campaign featuring NHL stars Connor McDavid, Alexander Ovechkin, Brent Burns and Marc-André Fleury is running online as well as in-store through partnerships with hockey retailers including Hockey Experts and MonkeySport.

Why: CCM’s chief marketing officer, Caroline Losson, likens hockey equipment development to an “innovation arms race.” The goal with “All Out” was to create marketing executions that “seize people’s imaginations,” she said.

“We are fortunate enough to work closely with some of the most talented players in the game, so we leverage them to capture the public imagination and shine a light on the game-changing innovation in our products.”

How: In keeping with its title, “Score from anywhere” features locations from around the world: Edmonton, Banff, Alaska, New York City, Iceland and Lake Baikal, Siberia (just north of Mongolia). It shows McDavid, arguably the best player in the game right now (sorry Auston Mathews fans), doing Connor McDavid things (though, TBH, none are as impressive as this) before ending with the stylistic super “Score from everywhere” dominating the screen.

Previous executions in the campaign have featured Ovechkin testing the new AS3 Pro stick in a fictional power-testing lab in the Washington Capitals’ Capital One Arena; Fleury in a top-secret bunker in T-Mobile Arena testing the next AXIS line of goalie gear, and the charismatic Burns in a pair of spots: one in which he humorously promotes the safety and comfort features—as well as the looks—of the Tacks 910 helmet, and the other in which he shows his off-the-charts off-season training regimen to promote the new Super Tacks AS3 Pro skates (see all of the ads below).

And we quote: “Creatively, our principal challenge is to bring these product innovations to life in the most captivating way possible by highlighting the performance benefits of the features rather than getting lost in technical specs. Each of the five campaigns uses the authentic personalities of the athletes to carve out a distinct vibe within the global ‘All Out’ brand platform.” — Stuart Macmillan, creative director, lg2

Chris Powell