Pro Hockey Goalies Star in the NHL's 'Tipping' Commercial from HighDive

The National Hockey League (NHL) just launched a hilarious new spot that gives tipping culture a whole new meaning for the sport. 

Made together with independent advertising agency Highdive, the "Tipping" advert, which aired on December 12, draws parallels between tipping pressures and the challenges NHL goalies face. 

These goalies take center stage in the 30-second commercial, starring: 

• Juuse Saros of the Nashville Predators
• Jacob Markström of the New Jersey Devils
• Jeremy Swayman of the Boston Bruins
• Jake Oettinger of the Dallas Stars

A study conducted by Pew Research revealed that 40% of Americans are against suggested tipping amounts. This sentiment then served as a parallel for the deflections NHL goalies face on the ice. 

With "tipping culture" placed in a completely different context, NHL creates a comedic narrative that hopefully resonates with both those frustrated with the culture, and the league's rich fanbase. 

The commercial builds on the success of the NHL's ongoing "The Next Golden Era Is Now" campaign that marked the start of the '24 to '25 season. 

By making its athletes the stars of its campaign, the brand effectively generates excitement for the upcoming season and emotional engagement that draws viewers to tune in to the games.

Tying it up with the relatable act of tipping that makes a dent in people's daily budgets, and it becomes not just funny but highly relatable.

The Trials of Tipping

The 30-second spot kickstarts with Swayman telling the audience that "tipping is out of control these days," as he faces a prompt asking him to tip either 30%, 40%, or 50% of his bill. 

We then see Saros carrying a handful of paper bags, as he says "everywhere we go: tip, tip, tip."

In between shots of the athletes, we see the goalies on the ice failing to deflect pucks from a goal. 

 

 

 

 

 

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"Sometimes, all it did was stand it," says Markström. 

"And it's always when you're trying to save," Oettinger continues. 

Fans are then treated with a surprise cameo from Boston Bruins forward Brad Marchand, who claims he loves tipping. 

"The Next Golden Era Is Now," the screen reads, as the spot ends. 

Previously, ESPN and NHL showed the passion behind the sport in a commercial from Arts & Letters.