The new "my NHL" ads featuring players off the ice are a step in the right direction for a league that generally has no clue how to market their great sport. But I think they should go even further to create some sort of buzz. I think a couple of good, controversial ads will finally get the sports media talking hockey.
How about an ad with a couple of players playing with their pets, then cutting to words saying, "My NHL: Our players don't kill dogs". Or an ad showcasing the All-Star game saying, "My NHL: our All-Star weekend didn't devolve into a gangbangers fantasy".