‘Hockey has never looked better than on a Samsung HDTV, and we were looking for a unique way to promote this,’ says Howard Thomas, GM of Mississauga, Ont.-based Cheil Communications America. That’s why the Samsung AOR developed the creative for a campaign that spotlights the electronics biggie’s status as the official high-definition partner of Hockey Night in Canada.

Then the agency executed a strategic media buy – choosing OBN video boards near NHL hockey arenas in Vancouver, Calgary, Edmonton and Toronto. Set to remain in place until hockey season ends next April, Cheil’s creative shows a Zamboni cleaning ice until a huge HNIC logo is revealed. Panning out, the spot shows that the image is actually on a television screen. Tagline: ‘Samsung. Official HDTV of Hockey Night in Canada.’