UM and Boston Pizza tapped into Canadian hockey superstition over the playoff season with “The Hockey Gods,” a comedic campaign aimed at ending the country’s long Cup drought through a little divine intervention. A 30-second hero spot opens on an ordinary street before transforming into surreal chaos, thunder like goal horns, red-lit skies, and hockey pucks raining from above.
The campaign included TV, OLV, social, in-restaurant, and out-of-home, including Hockey God bobbleheads, prayer candles, “holy rink water,” and themed fan kits. Supported by influencer content and city-specific OOH like a Sistine Chapel-inspired mural in Edmonton, the campaign turns playoff fandom into a playful act of belief, built for fans who are ready for a win at home.
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