Revisiting the NHL’s “What If” TV commercials

June 29th, 2010 by Burgundy Leave a reply »

Remember the “What If” TV commercials the NHL ran during this year’s Stanley Cup Playoffs? That was a great campaign. Well, the classic ones with Gretzky, Orr and Lemieux. Some of the newer ones – like that Mike Cammalleri one – weren’t as good. For what it’s worth, I still thought the campaign was great.

As part of my ongoing effort to help grow the sport and aid the NHL’s marketing department, I wanted to share a few of the “What If” commercials that never made it past the cutting room floor. Did you know the original campaign was supposed to cover the entire Stanley Cup Playoffs, the Entry Draft and past the beginning of Unrestricted Free Agency (July 1st)?

True story… So without further delay, here are some of the lesser known “What If” commercials that didn’t quite make it onto your TV’s:

What If… Peter Chiarelli was more ‘savvy’ about signing long term contracts?

What If… Bryan Murray turned over Jason Spezza?

What If… Tomas Kaberle wasn’t available every draft, deadline and free agency period?

What If… The 2nd overall pick in 1993′s NHL Entry Draft remembered Alexandre Daigle?

What If… The Toronto Maple Leafs didn’t believe in drafting?

What If… A star player remained a star player after being drafted by the Islanders?

What If… Darryl Sutter and Lou Lamiorello each had plans for the Flames and Devils?

What If… Peter Chiarelli knew he didn’t need to include No Trade Clauses in every contract?

What If… The Lightning hadn’t gambled on naming Rich Tocchet their head coach?

What If… Most of the hockey blogosphere actually knew who the kids drafted last weekend were?

What If… People believed Brian Burke actually had 4 or 5 “hard offers” for Kaberle?

What If… The Canucks didn’t give such generous contracts to checking wingers?

What If… Daniel Alfredsson’s guarantees resembled those of Mark Messier’s… even just a bit?

Stay classy, NHL TV commercials.



  1. metricjulie says:

    What if Carey Price ________________

    COME ON, BURGUNDY. You know you want to.

    Well, mostly *I* want you to but whatever.

  2. Burgundy says:

    What If… Carey Price didn’t catch “Gerber-itus” after meeting Jaroslav Halak.


  3. Kevin says:

    “What If… Darryl Sutter and Lou Lamiorello each had plans for the Flames and Devils?”

    Lou Lamoriello is trying to recreate the 1998-1999 New Jersey Devils.

  4. Burgundy says:

    @ Kevin – Nice name. And hahaha, yeah, this plan is going to work out really well. I can feel it.

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