To dramatically publicize the premiere of MVP – the soap-opera-style series about the private lives of hockey players which arrives Jan. 11 at 9 pm – CBC engaged the Toronto-based Screendoor agency to take a message directly to hockey fans.

The result is the screening of episode excerpts on the sides of major hockey arenas in Toronto, Ottawa, Montreal, Edmonton and Calgary. The attention grabbers kicked off at Toronto’s Air Canada Centre on Saturday from 6-10:30 pm, and are continuing elsewhere throughout this week.