NHL Fan Still Sitting by Phone, Waiting for Apology
Needham, MA Local NHL hockey enthusiast Ed Williams (below left), a longtime Boston Bruins fan, remained slumped on his couch next to his phone, waiting for the NHL to call him and apologize for the lockout that erased the entire 2004 season.
The ads feature NHL players being swaddled and bathed by servile, scantily-clad, Geisha-like women in bizarre and completely nonsensical pre-game rituals that have nothing whatsoever to do with hockey.
"A clever warrior is one who not only wins, but excels at winning with ease," one spot begins, incorporating a quote from Chinese military philosopher Sun Tzu, while showing a heroic player (right) on a wooden bench in the glow of a candlelit room.
To a score of a drums and rattling sabers, he is approached by a woman in a bra and sheer robe, who touches his shoulders, and helps him put on his shoulder pads and jersey. The woman says, "It's time," and the player takes the ice to the cheers of a man and in another out of place, creepy twist a young boy in the stands. The ad ends with "My NHL, coming 10.05."
"We had never really done TV ads before, to be honest with you. I was in telemarketing until I got laid off three weeks ago," said Conductor Chief Creative Officer, Larry Green. "I just happened to have some pictures of Commissioner Bettman with a fourteen-year-old Laotian boy, so they let us do the commercials."
"We didn't know what the hell we were doing! There wasn't even a script, far as I can remember. We just told the actors to do and say whatever came to mind and, well, it somehow became a commercial. Go figure."
The second it hit the airwaves, the campaign instantly received both criticism from such womens rights advocates as [former Augusta National protester] Martha Burk, and derisive mocking from anyone with even the slightest hint of common sense.
And the spurned Williams couldnt agree more.