NHL.com (US), May 24, 2004

Keanu Reeves featured in NHL advertising campaign

NEW YORK - Movie star Keanu Reeves is the latest in a series of celebrities to participate in the NHL's "HOCKEY ... GET IT? GET IT!" brand advertising campaign.

The spot entitled "Sacrifice," written and produced by NHL Productions, features Reeves articulating the unique sacrifice and price NHL players must pay to win hockey's holy grail - the Stanley Cup.

"When the physical pain begs the mind to quit...will your heart press on?" says Reeves. "Will you sacrifice body and soul to focus on one singular purpose, one unified desire, one perfect dream?"

The ad debuts on the NHL on ESPN, May 25 during the Stanley Cup Final and will air throughout the Final on ESPN, ABC and CBC.

Reeves, raised in Toronto and a Canadian citizen, is an avid hockey player and fan. One of his childhood jobs was sharpening skates at a local ice rink skate shop.

The "HOCKEY ... GET IT? GET IT!" campaign began airing in October 2003, and has starred entertainers from the film, television and music industries, including Michael Vartan, Jim Belushi, Denis Leary, Kiefer Sutherland and Shania Twain, along with Olympic Medalists Michelle Kwan and Kristi Yamaguchi.

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NHL Commercial


NHL Commercial

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