Spiraling down one of my usual deep dives of fandom on the Detroit Red Wings, I thought it might be fun to make my own imaginary campaign for the team. After all, I am a super fan, so I’d say I know quite well what story this franchise wants to tell.
Super fan or not, you can be the judge of my claim.
But before we get to the finished product (which, graphically, isn’t the most advanced material, but we’re here to focus on the copywriting this time) I will break down each frame to highlight the story being told.
Taking inspiration from Detroit’s most notable piece of history, I felt all things Red Wings and Detroit culminated around “The Motor City”. From its heyday of the first Model T back in the early 1900s to its current speedy talent in Dylan Larkin, Detroit has more than just one combustible product that earns them the moniker “The Motor City”.
By conjoining 1900s history with present-day talent, I was ensuring the message wasn’t specific to one age group, but rather to all.
Most could guess that KISS was the inspiration for this one. The hardcore hit tune “Detroit Rock City” from their 1976 album, Destroyer, made it easy for me to connect with a historically physical franchise such as the Red Wings. Just as most may know this hit song from the classic game Guitar Band, others might recognize the greatest bone-crunching hits from fan favorites like Niklas Kronwall or Mo Seider.
Spanning many generations and tapping into the physical, metal-head side of hockey, I was sure this line would not only appeal to varying ages but certain psychographics as well.
Arguably just as prominent a piece of history, Motown was a must-use in the case of the story I was trying to tell here. Known for its Soul and R&B hits from legends like Stevie Wonder, the Jackson 5, etc. Detroit has a rich history of musical talent that makes up its core.
Young talent Mo Seider is also found at the core of Detroit in the new-look Red Wings. With winning rookie of the year in his 2021 freshman season, Mo Seider represents what Motown is all about as a big hit in the Red Wings’ illustrious history.
What is the most common thing the Red Wings and Detroit are known for together? Easy. It’s Hockeytown.
Realizing this would be a good place to end, I had to think of how I wanted to get to that deeper emotional level to ultimately lead to a call to action for the viewer.
After watching videos of the Joe Louis arena buzzing back in the Red Wings glory days, I realized just how important the fans really were. That left me no other place to turn than to the individual.
Hockeytown simply cannot be Hockeytown without you, and that’s a statement backed in truth.