The handshake line in hockey is one of the best traditions in all of sports. Losing teams quickly dash off the field in baseball, football and basketball. In hockey, the players are forced to congratulate their opponent which often leads to some memorable exchanges.
Here the NHL capitalizes on the tradition in a commercial simply titled "Handshake". The video takes us back through recent handshakes and ones from years ago, showing that there's just as much history made in the handshake line as their is in the game which proceeded it.
The NHL's marketing hasn't been quite the same since their outstanding "History Will Be Made" campaign, but the idea that the Cup isn't won until you shake on it makes for a tremendous commercial.
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Both of these are great--the No Words one made me tear up every time I wached it. The NHL might never again approach the brilliance of its "History Will Be Made" campaign. It was one of the best series of ads--on any subject--ever.
There are a lot of good ones, especially in the "History Will Be Made" campaign, but I think the one that sticks out to me most is the "No Words" spot from 2010. http://www.youtube.com/watch?v=JSd8CqBEbcY
@David Rogers And that's my second favorite one. Notice what all of these have in common: Great respect for the history of the game. Maybe we don't count as a representative sample of hockey fans, but I bet there would be a fairly solid consensus on that point.