Hockey season is nearly upon us, and Backyard Director Kevin Smith is prepping for the open ice with a pair of spots featuring hockey all-star Alex Ovechkin of the Washington Capitals for Reebok's CCM, a world leader in the design and innovation of hockey equipment, via agency Cramer-Krasselt. The inventive spots showcase fledgling hockey players who, when straying from their routine, are confronted by the dismembered head of Ovechkin who scolds them back into their CCM skates and onto the ice. In Bowling, a young man sets his bowling bag down in preparation for a match, only to encounter the hockey legend's head staring from his open bag, lecturing, "No one ever got better at hockey by bowling - more practice for you!" In Locker, a student between classes finds Ovechkin's head glaring from the top shelf of his locker and maniacal laughter hails the fact "that the championship will soon be ours!" Both spots have a montage of high-speed Ovechkin highlights and speed-ramped shots of CCM skates.
Advertising Agency: Cramer-Krasselt, USA Executive Creative Director: Chris Jacobs Writer / Creative Director: Todd Stone Art Director: Jim Root Producer: Dinah Goris Prod Co: Backyard Productions Director: Kevin S. Smith DP: Frank Martin EP: Kris Mathur Producer: Pete Keenan Editorial Co: jumP LA Editor: Bob Mori MD: Dee Tagert EP: Josianne Coté Assistant: Peter Judson Post/Effects Co: jumP LA Lead VFX/Inferno Artist: Amir Qureshi MD: Dee Tagert EP: Josianne Coté Assistant: Peter Judson End Animation: Transistor Studios ECD/Partner: James Price Senior AD: Jamie Rockaway Art Director: Aaron Baker Associate CD: Aaron Baumle EP/Partner: Damon Meena Senior Producer: Jesse Kurnit Telecine Co: Company 3 Colorist: Mike Pethel EP: Rhubie Jovanov Audio Post Co: Lime Mixer: Mark Meyuhas EP: Bruce Horwitz Producer: Jessica Locke Aired: 2010