by Meghan Jeffery on March 20, 2019
TV spot uses hockey star’s own heartfelt words to reinforce brand message.
A new TV spot from Rogers and Publicis builds on its recently launched brand platform of ‘Make More Possible’. First airing during the broadcast of the NHL All-Star Game in San Jose, the commercial features Toronto Maple Leaf John Tavares sharing his “first human memory”: watching the Leafs’ 1993 Stanley Cup Playoff run with his dad.
Inspiration for the idea came from Tavares’ letter that he penned through the Players Tribune after signing his new contract with the Toronto Maple Leafs. Focusing on his admiration and love for his time as a New York Islander, it goes on to explain the importance of the Maple Leafs in his life. “I’ll never forget it: May 3rd, 1993,” wrote Tavares, who wasn’t even 3 years old at the time but could still recall Bob Cole’s play-by-play of the Gilmour goal in the playoffs.
Said Jed Churcher, Creative Director at Publicis, “We were originally working with John for a product-focused spot for Rogers (Ignite TV), but during our creative process we recognized there was an additional story that deserved to be told. Much of the script is pulled directly from his letter, as we wanted to capture the memory in his own words.”