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CBC Adapts "Because It's the Cup" Campaign for Canadian Hockey Fans

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05-15-2012, 09:07 PM
  #1
JetsAlternate
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CBC Adapts "Because It's the Cup" Campaign for Canadian Hockey Fans

As we all know, this year's Stanley Cup Playoff campaign has been a complete disappointment. The NHL's ads are dull, uninspired, use cheesy lines, and are narrated by the worst voice possible. Having watched both TSN and CBC, however, I realized that the CBC version of the same ads are significantly different.

The CBC's version of the ads are geared towards real hockey fans; from their ads, nobody would know that the original campaign was aimed at casual fans. The adverts are narrated by CBC's own announcer -- the voice has a stronger tone and, in general, carries the message of the playoffs more clearly. The lines, meanwhile, have been rewritten and changed.

For example, the line "because it's a good excuse to go out on a Wednesday night" has been changed to "because it's a good excuse to hang out with friends." In another commercial, a completely different line, "because our world is a hockey world" has been added. Such changes have been made to emphasize the passion of diehard hockey fans. Every advertisement ends with "Because it doesn't get any better than this. Because it's the Cup." Actual play-by-play recordings have been added to certain commercials as well. The only things that remain the same are the images.

The ads are quite all right, and hockey fans watching in the U.S. are missing out on a completely revised set of ads, ones that are substantially better than that set of garbage ads on NBC. Unfortunately, none of them have been uploaded on YouTube, so I would like to ask if somebody could record them when they air on CBC this week, and upload them. I'll post them in the OP so that we can compare afterward. You'll only find these modified ads on CBC. TSN still airs the American version of the commercial.

http://mediaincanada.com/2012/04/12/...off-promotion/

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The race for the Stanley Cup has just begun with the CBC making sure it’s positioned right at centre ice to watch it unfold.

...

Hoffer explains that the CBC wanted to integrate the hockey league’s playoff campaign with its own, and that they collaboratively came up with “Because it doesn’t get any bigger than this” for the CBC as an extension of the NHL’s “Because it’s the Cup.” TV spots and quick radio hits during news and sports segments will air on CBC platforms, with OOH ads being placed in provinces across the country, she adds.


Last edited by JetsAlternate: 05-15-2012 at 09:30 PM.
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05-15-2012, 09:11 PM
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5RingsAndABeer
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I didn't realize they were modified. Thanks for pointing that out.

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05-16-2012, 07:23 AM
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Great post, I look forward to watching the ads.

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05-16-2012, 08:17 AM
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Looking forward to checking them out. Thanks for the heads up.

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05-16-2012, 11:17 AM
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Jack Bourdain
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CBC just changed the words to add some uniqueness, but it doesn't make them any more better or more geared for die-hard hockey fans. They're just different.

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05-16-2012, 11:35 AM
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Quote:
Originally Posted by JetsAlternate View Post
The CBC's version of the ads are geared towards real hockey fans; from their ads, nobody would know that the original campaign was aimed at casual fans.
Yes because if youre not Canadian youre not a real hockey fan.

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05-16-2012, 12:13 PM
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WhatThePuck
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The ads this year just aren't as "catchy" as they were in the past.I really liked the "History will be made" ads much better.

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05-16-2012, 12:18 PM
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This is the best "Because it's the Cup" ad by far, probably because it's a new narrator and the theme is a bit different.


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05-16-2012, 12:46 PM
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Quote:
Originally Posted by Hawkey36 View Post
Yes because if youre not Canadian youre not a real hockey fan.
How did u get that out of what he said?

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05-16-2012, 12:51 PM
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"Why should I watch? The games stink, my team is out, and the weather is great."

"Because it's the cup."

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05-16-2012, 12:52 PM
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JetsAlternate
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Quote:
Originally Posted by The Roffler View Post
How did u get that out of what he said?
It certainly was not what I intended to mean.

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05-16-2012, 12:58 PM
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JetsAlternate
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Quote:
Originally Posted by Lexus View Post
This is the best "Because it's the Cup" ad by far, probably because it's a new narrator and the theme is a bit different.

That may not actually be a commercial, though. Commercials generally run at a standard length of 15, 30, or 60 seconds. Was this an introduction to a hockey broadcast? It seems very much like an opening piece, akin to what TSN or CBC would usually air.

It definitely is part of the "Because it's the Cup" campaign, but I don't think that's an ad.

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05-16-2012, 01:48 PM
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Can't wait to see them.

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