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The NHL has launched a new ad campaign featuring some of its brightest young players, playfully addressing workplace stereotypes about Generation Z.
The ad, part of the league's "The Next Golden Era is Now" campaign, features six emerging stars, including Edmonton Oilers’ Connor McDavid, New Jersey Devils’ Jack Hughes, and Chicago Blackhawks rookie Connor Bedard.
Titled “Gen Z,” the ad aims to challenge common perceptions about the generation's work ethic and style. McDavid, Hughes, Bedard, along with Nick Suzuki (Montreal Canadiens), Auston Matthews (Toronto Maple Leafs), and Jack Eichel (Vegas Golden Knights), are seen dispelling stereotypes by showing their intense training routines and unique personalities.
What Gen Z stereotypes is the NHL challenging?
The ad opens with 19-year-old Bedard, the NHL’s newest rising star, vigorously exercising to counter the idea that Gen Z lacks work ethic, while Matthews pokes fun at stereotypes about Gen Z’s fashion choices.
Casey Hall, the NHL’s senior vice president of marketing, noted that the league’s appeal is bolstered by the speed and skill of these young players. “Across all major metrics, our health is very good,” Hall said, crediting the game's evolving format and the young generation’s talents for the league's success.
The ad was created by Highdive, the NHL’s marketing partner since 2020. Hall praised the collaboration, noting that the campaign captures the essence of today’s NHL, with its faster gameplay and younger fanbase. Highdive co-chief creative officer Chad Broude emphasized the importance of authenticity, stating, “The minute you use cliches or outdated jargon, you lose your audience.” He added that Highdive's team of hockey fans helps to maintain a genuine connection with viewers.
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The "Gen Z" ad also features a cameo from Penguins veteran Sidney Crosby, affectionately known as “Sid the Kid,” who delivers the final line: “Kids these days,” nodding to his former status as the league’s youthful star.
Hall highlighted the ad's success in showcasing the youthful energy of today’s NHL while also tapping into cultural trends. He explained that the campaign’s versatility allows the league to address a variety of themes. Last year’s "Are These Guys for Real?" ad tackled artificial intelligence, while 2023’s "Cheat Codes" spot evoked nostalgia.
As the league gears up for more aggressive marketing, Hall hinted at plans to support NHL initiatives with content-driven efforts, including the “Faceoff” platform, which will feature new and dynamic league offerings.
Impact beyond hockey: Gen Z's demands from HR
The ad's focus on Gen Z stereotypes taps into a broader cultural conversation about how the generation is reshaping workplace norms. Born between 1997 and 2012, Gen Z is known for having a distinct approach to work, often valuing flexibility, a strong work-life balance, and purpose-driven careers over traditional nine-to-five routines. It is credited with popularizing trends like remote work, the "quiet quitting" movement, and a preference for roles that align with personal values and social responsibility.
It is also known for prioritizing mental health and advocating for transparency and inclusivity in the workplace. Such attitudes have prompted companies across industries to adapt their practices to attract and retain young talent - which the NHL’s latest campaign gives a nod to by having its young stars push back against common perceptions.
