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.
12 comments:
Well, it doesn't happen often, as a matter of fact, I think it's a first, but I disagree with you.
I do understand your point thought. But the slogan " rise together" is in sync with the portrait of 2 of the best players the Habs had in years. Rise together, meaning that they will achieve a goal together, bringing the team back to a more glorious spot in the NHL.
I, for one, think it's a great slogan with a picture that says it all.
But I do understand that PK and Price arent that serious in the first place after games or in practice....but i'm pretty sure that it's there game face, it's meant to be serious because it means that they will do business as professionnal, together and not as individual.
Continue your great work JT
I love the blended pics. The Gionta+Gill one is just as good. The message is they stick together. The artwork is fantastic.
Coincidence or not, I think it's the first ad campaign without Ray Lalonde, the guru behind the merchandisation of the CH the last 10+ years.
This explaining maybe that.
I think marketing is aimed at young people, so my opinion is not relevent.
I was hoping to read an interview with Ryder. Did you get to see the Cup?
I also think it's smart of the team to market Subban and Price together. They're great friends, and are both up for contracts next year.
I think it's to make them feel like important and valued employees who would do anything for the team... just in time for contract negotiations!
I like it. About time the team got "serious" about winning -- and by winning I mean winning a Cup not just a few games. It's a good campaign.
Maybe it's just me being a cynical ad guy, but I think this campaign leaves a lot to be desired. Especially since the idea has already been done, and been done a hell of a lot better. Check out the "There can be only one" campaign for the NBA playoffs on YouTube and see what I mean. Cheers.
I somewhat agree with you JT. I don't mind it, but I was surprised about it. I didn't expect something like this. To me, it's like warriors going for battle, but the split face thing isn't necessary. I agree with you, a simple photoshopped picture of Price and Subban triple low fiving, Gionta celebrating a goal, Price's "F U" glove saves as my gf calls them, PK hit, Cammy's fist pump...list could go on! That would get me more excited (if I'm not already excited and anxious for the season to start) than these pictures. It could have been better. All that matters in the end is if the Habs of 2011-2012 and beyond are winning. That's the culture of the franchise and it's what it should be. Go Habs Go! P.S. Sept. 1st is today! Hockey season is getting much closer!!!!!!
This is a silly topic. When was the last time anyone paid attention to a Habs marketing campaign. So this image goes on the cover of that first Les Canadiens magazine, who cares? It's not like the Montreal community needs to market the team for awareness or to get fans behind the team - this isn't a movie opening where they need to open up on a weekend. The fans are in place, the TV audience is in place, so all that matters is what happens on the ice.
Straight to video sci-fi flick... looks like the movie poster for Face Off which did OK in the theatres... Just saying.
Another indication that the Habs (if I'm allowed to use the term w/o the threat of being sued) have lost their way.
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