The National Hockey League (NHL) season has just gotten underway, but the biggest save, at least for Pittsburgh Penguins fans, happened several months ago. Rumors abounded that the financially troubled team would be sold and end up in another city—until the Penguins’ greatest player, the retired NHL Hall of Famer Mario Lemieux, led a group of investors to save the storied franchise.
Pittsburgh ad agency Brabender Cox applied this real-life drama to "A New Beginning," a :30 in which a man is shown lacing his skates and stepping onto the ice for an early morning workout. About eight seconds into the spot, it is revealed that that the skater is Lemieux, and he turns and launches a slap shot into the camera (missing the lens by a mere 14 inches on each take). Supers listing Lemieux’s accomplishments ("683 career goals"; "966 assists"; and "1 save") are alternated with action footage, including a goalie catching one of Lemieux’ high- velocity shots. The goalie removes his mask and turns out to be Lemieux as well; the "1 save" refers to the star’s successful effort to keep the Penguins in Philly. A parting graphic reads "Make It Count," to encourage fans to purchase season tickets.
Director/DP was Glenn Przyborski of Przyborski Productions, Pittsburgh. His production house support team included executive producer Jim DeVincentis and producer Judy Elbel.
The agency ensemble consisted of creative director Eric Trow, senior art director Tim Frank and writer/producer Stephen Henry.
The spot was edited by Ray Tragesser of North Coast Communications, Pittsburgh. Brent Clenney of The Filmworkers Club, Nashville, was the colorist. Audio engineer was Mike Goodis of North Coast Communications.
The footage was transferred with a bluish tone to create the feel of a cold, early morning on the ice. No music or voiceovers were added. The spot’s message was bolstered by the ambient sounds of Lemieux skating.