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Published/Aired: 
April 2008
Description: 

In Detroit they throw octopuses on the ice during hockey games.

Print advertisment created by Saatchi & Saatchi, Canada for XM Satellite Radio, within the category: Media.

XM puts you in the middle of the action.
Every team. Every game. Every win. Only on XM.

Advertising Agency: Saatchi Toronto, Canada
Chief Creative Officer: Brett Channer
Deputy Creative Director / Copywriter: Brent Choi
Art Director: Basil Cowieson
Photographer: Clay Stang (Westside Studio)
Studio: Sandy Jeffery, Tom Nanos
Print Producer: Chris Penny

Comments (11)

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Highest Rated

chuckieT's picture
chuckieT
Activity Score 680

Looking through old ads and saw this dumb comment and couldn't let it pass. "It's stupid they are advertising satellite radio (which, theoretically you can receive anywhere) with local insight." The media buy for the ad is still location specific. Print ads and posters don't have universal reach. So of course local insight it relevant.

And to those who didn't get the reference, you're not the target. Any NHL fan will get this ad, certainly in Toronto. This is not obscure.

Sharp's picture
Sharp
Activity Score 216

Terrible.

crazydave's picture
crazydave
Activity Score 114

if you are not from detroit you wouldn't know what the hell was going on. And even if you were i doubt most people would get this. Plus it's kinda straight. I don't like it.

akharwatkar's picture
akharwatkar
Activity Score 79

Can you please explain the ad for people like me who have no clue? Your comment is more cryptic than the ad itself.
:D

rebelscum's picture
rebelscum
Activity Score 2110

I'm not from Detroit. I knew what the hell was going on.

____________________________________________________________

"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca

____________________________________________________________

I have thousands of pencils and $1.50 so I'm off to Starbucks

harrison bruce's picture
harrison bruce
Activity Score 112

Free cepholopod with every purchase. Dumb!

Pogi5's picture
Pogi5
Activity Score 253

I believe these ads were circulated in Canada (Toronto to be more specific) and with hockey being a religion up here most people will probably get it. I'm from Vancouver and being a die-hard Canucks fan I got this right away. That's not to say that I like this campaign though :/
Go Capitals!

akharwatkar's picture
akharwatkar
Activity Score 79

Can you please explain the ad for people like me who have no clue? Your comment is more cryptic than the ad itself.
:D

everartz's picture
everartz
Activity Score 7609

i'll tell you whats this ad about.. its about an octopus stuck on the front car glass doing nothing convincing people that there is an idea here or there, aliens from Jupiter are the only folks who will get it, clear? xD
--
Everartz

| everartz |

Pogi5's picture
Pogi5
Activity Score 253

"XM puts you in the middle of the action"
So I guess having XM radio in your car makes you feel like you're at the hockey game.

As for the octopus here's a snippet from wikipedia:
The "Legend of the Octopus" is a sports tradition during Detroit Red Wings home playoff games, in which an octopus is thrown onto the ice surface for good luck.

The 1952 playoffs featured the start of the tradition—the octopus throw. The owner of a local fish market, Peter Cusimano, threw one from the stands onto the ice. The eight legs were purportedly symbolic of the eight wins it took to win the Stanley Cup at the time.

Alistair C.'s picture
Alistair C.
Activity Score 692

thanks for the tip, Pogi5. Come to think about this, it's stupid they are advertising satellite radio (which, theoretically you can receive anywhere) with local insight.
And the hell is with the clouds behind? is this car flying but thinking it's a submarine?!

chuckieT's picture
chuckieT
Activity Score 680

Looking through old ads and saw this dumb comment and couldn't let it pass. "It's stupid they are advertising satellite radio (which, theoretically you can receive anywhere) with local insight." The media buy for the ad is still location specific. Print ads and posters don't have universal reach. So of course local insight it relevant.

And to those who didn't get the reference, you're not the target. Any NHL fan will get this ad, certainly in Toronto. This is not obscure.

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