The NHL has a new marketing concept: My NHL.
I don’t know what that means, but I guess the NHL thinks it will work.
I guess I can talk about how I actually worked on some of the brainstorming for the campaign. I can talk about it because none of my pitches were accepted. And they were all pretty good:

Your NHL

His NHL

Her NHL

Their NHL

The NHL: Take That Lacrosse!

The NHL: You Weren’t Liking Our Striking

Gretzky’s Back! And This Time, He’s Wearing a Tie!