Wednesday, August 31, 2011
I just don't get this whole approach. Sure, when the Canadiens were a mere shadow of their former, glorious selves, there was a need for such gimmicks. In the absence of winning, the team had to do something to provide fans with a show and justify the huge amounts of money they were willing to spend, given even a made-up reason to do so. Now, however, the team actually has a hope of really competing for the first time since the mid-90s. This is a time to celebrate, not pretend a bunch of young hockey players is the second coming of Easy Company on D-Day.
Maybe I'm getting curmudgeonly after so many years without a Cup, but I don't want to see the Habs portrayed as some kind of ultra-serious super-bots. I'd rather the marketing people had based their campaign on what's making me really like this team. Instead of trying to depict Carey Price and P.K. Subban as two halves of the same head, it would have been a whole lot more fun to see a picture of them being normal teammates together. They're good buddies, and candid shots showing that would have done a better job of convincing me this is a team that's rising together.
For me, this version of the team is about fun. They're young, they're talented and they've got potential. It's sure going to be a lot of fun watching them this year. Too bad the marketers missed one of the best tools they could have used...truth...in favour of a made-up, overdone image.
Then again, what's the point of marketing other than to get people to pay attention? I guess that's exactly what this new campaign is doing, melodramatic or not. Still, I can't imagine Price and Subban swooping in for a triple low five after a big win, and taking their morphed faces as seriously as the ad guys would like the rest of us to do. They have to feel a bit silly about the whole thing. I would. No, this time the marketing machine at the Bell Centre, while usually very good at taking the pulse of the fanbase, just got it wrong.
Posted by J.T. at 6:06 AM