Energizer Signs Up Alex Ovechkin
Like many of you, I saw Bruce Boudreau's reaction to that Ovie Eastern Motors PSA before I saw the PSA itself. Boudreau was steamed, saying what the Thrashers had done was not in very good taste and twice saying it was "over the line." Having no idea what the spot was about, I figured it was something mocking Ovechkin's goal celebrations while painting him as a selfish individualist pig.
Then I saw the PSA, and thought it was great. It was great for the Thrashers, because it showed their players have a sense of humor. It was beyond great for Eastern Motors, because it generated gobs of free advertising and another round of online coverage. And it was great for Ovechkin, because it once again made his smiling and laughing mug the focus for every set of eyes in an NHL arena. Great, great and great. This isn't the Wizards playing videos of LeBron crying; this is much closer to laughing with Alex.
And I'm not going to get all worked up about Boudreau's comments, because I have a feeling after he watches it again in a less stressful environment, he'd find it pretty funny himself. He has the league's biggest star in his dressing room, and other teams can't ignore that.
Anyhow, perfect timing on the whole ad campaign front, because just this morning it was announced that Ovechkin will be a pitchman for Energizer of Canada. The formal release makes the inevitable link between Ovechkin and the Bunny, and makes all sorts of cringe-worthy puns, like this one: "Energizer will really 'Capitalize' on his energy and enthusiasm." Yeehaw.
The formal campaign will be launched in the fall, and so we're just getting a playoff preview this month. But if the formal campaign includes spots of Ovechkin and a giant bunny on skates goofing on the ice and jumping into the boards while playing bass drums, and if the Thrashers or other teams then replay those spots while making fun of Ovechkin, I say have at it. It's a whole heck of a lot better than running spots in other cities encouraging their fans to come buy tickets in D.C.
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