From Marketing magazine:
The fabled Montreal Forum Ghosts have a starring role in a new television commercial celebrating the Montreal Canadiens’ 100th anniversary.
The TV spot, created by Jet Films, features current Habs players in colour playing against the original teams, before NHL expansion, in black and white. The ad is supported by two different posters promoting the team’s centennial.
The TV spot begins with a black and white shot of former players on the bench with current coach Guy Carbonneau behind them, before switching to a faceoff with current and past Habs stars like Maurice Richard and Alex Kovalev playing together against their old rivals, passing and scoring. The spot ends with the copy, “L’Histoire se joue ici” (History plays here).
It will be aired on the RDS and TVA networks throughout the season and on the giant TV monitor at centre ice at the Bell Centre before the start of each home game.
It took more than 70 hours of archival film and 41 home games played at the Bell Centre last year to create the 30-second spot, said Nancy Thibodeau, director of communications and development at Jet Films.
“The project grew out of the hockey team wanting to combine old and recent photos of players as part of its centennial celebrations,” she said. “Then they approached us about doing something similar for a TV spot which took about a month to produce.”