Swedish Twins . . . mmm

This is an advert raising awareness for the the National Hockey League. It was shown only in the USA and Canada as these counrties are where the NHL is played. The main way that the ad agency wants the audience to remeber the advert is by using humour. It plays on the way that grown men act together in a group away from the family and the perceptions of 'Swedish twins'. I think this is a good advert because unlike some funny adverts, the brand or the message can be forgotten. Because of the nature of what is being advertised and how representatives of the 'product' (The NHL) are the initiator of the comedy it is hard to forget what is being advertised. The initial hook is the mentino of "Swedish Twins". There are two thoughts that can occur from this, either that the ad will have some stereotypical swedish twins (so the viewer hopes to see some sexy ladies) or that there will be a funny twist. Of course there is a funny twist, with the Swedish twins being the current most famous brothers in Ice Hockey, Daniel and Hendrik Sedin.

More than this twist they are in their hockey gear, also strengthening the link between the advert and the brand. Although the dancing of the sweish duo leaves a lot to be desired I feel it targets the audience well, especially as the TA are included in the ad, in a social situation they expect to be seen in (drinking with friends that is!).

The advert I think is to try to make the audience feel more involved within the league and the sport. They have done this well in a number of ways. Firstly by the Tag line, "My NHL". Another way is by using Hockey Stars and letting them interact with the supposed TA. This makes the players who can sometimes seem like they are so far away in stardom (as in many sports) closer to the fans and more approachable. This advert is one within a series that all went out at the same time. I have not had this confirmed but I think each ad was shown in the area of the team represented in the ad only. If not it certainly represents the area of the team in the advert. I know this because the other adverts featuring players Such as Jonathon Cheechoo for San Jose sees him riding a surf board. Overall, I feel this ad represents and appeals to the TA effectively and does the job of making sure the humour doesnt over ride the conveying of the message and remembering the Brand.

Cheers, Scott

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