Halak puts an exclamation mark on one of the best opening rounds in Stanley Cup history

The opening round of the National Hockey League's 2010 Stanley Cup championships produced a series of notable storylines, including:

• entertaining hockey, combining both a potent offensive display of 5.9 goals per game (the highest since 1996) and some superb goaltending, most notably that of Jaroslav Halak, who stood on his head to lead the Montreal Canadiens past Alexander Ovechkin and the Washington Capitals; 
• tight hockey, with a total of 49 games in the first round (the most since 1995) and 12 of them overtime results (the most since 2001). There wasn't a single four-game sweep, only one five-game series, five six-gamers and two that went the distance to seventh games;
• unpredictable hockey, with road teams winning 27 of the 49 games and four series going to the lower-seeded teams.

Yet with all due respect to the resurgent Detroit Red Wings, the resilient Boston Bruins and the surprising Philadelphia Flyers, the single biggest storyline of the conference quarter-finals is Halak and the Habs. The Slovak Olympian goaltender is one of the major reasons why this first round of the Stanley Cup playoffs has to go down as one of the best in modern history.

This is the first time an eighth-seed has knocked off a top-seed after falling behind three games to one. But it's more than No. 8 ousting No. 1 within a conference, it's actually No. 16 in the playoffs eliminating No. 1 overall.

That's why Halak has already earned himself a special place in the 100-year history of the Canadiens (and in the hearts of their fans). He stole the last three games for Montreal and his performance in game six at the Bell Centre was one for the ages, invoking comparisons with rookie Ken Dryden and the 1971 Stanley Cup champions and rookie Patrick Roy and the 1986 champion Canadiens.

Dryden and Roy made history because they won three and four series, respectively. Halak is only one-quarter of the way to the peak of Mount Stanley. What he has done, however, is what Dryden did 39 years ago: beat the top-ranked team in the Stanley Cup tournament. And even with Sidney Crosby and the Pittsburgh Penguins on the horizon, it's a start that's intriguing for Canadiens boosters and, even moreso, for Halak's agent, Allan Walsh.

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History Will Be Made promotional campaign is a winner for the NHL (and Young & Rubicam)

In this era of social media, you know you're onto something when people can't help but want to share digital files...story links...audio files...video files. You name it; if people want to share it, you've struck a chord.

That's the case with the National Hockey League's promotional campaign for the 2010 Stanley Cup championships; the History Will Be Made broadcast and in-arena video series.

Commissioned by the NHL's marketing department and developed by the global advertising agency Young & Rubicam, History Will Be Made is a winner.

When the series was unveiled last month, the NHL announced it would include six iconic moments in Stanley Cup playoff history.

“These are the moments from our game that have gone down in history as some of the most iconic in sports,” NHL Executive Vice-President of Marketing Brian Jennings said March 19th. "It’s that image of a flying Bobby Orr frozen in mid-air, when Bourque's 22-year journey finally ends with a championship, when Messier went from being a captain to 'The Captain.' The Stanley Cup Playoffs are where history is made, and this year will be no different.”

At the time, the NHL had plans for three other 30-second videos: one featuring former Montreal Canadiens goaltender Patrick Roy in his Calder Trophy-winning rookie campaign in 1986; one starring Stevie Yzerman scoring his double-overtime winner in the 1996 western conference final against St. Louis; and another putting the spotlight on Mario Lemieux in 1991.

This week, however, the NHL rolled out a seventh 30-second spot in the History Will Be Made campaign running across the league's national and local broadcast partners, NHL Network, NHL.com, in-arena, franchise web sites and various affiliated digital and social media websites. It featured 1984 vintage Wayne Gretzky, scoring a Stanley Cup final game winner for the Edmonton Oilers against the New York Islanders.

Gretzky actually had a cameo role in a Blues' uniform in one of the original six spots; watching helplessly as Yzerman raced away over the blueline before slapping his memorable winner. But no such vintage series is complete without Gretzky alongside Lemieux and Messier. Oversight or not, the NHL deserves credit for getting it right...better late than never.

More important, the NHL deserves credit for the campaign, period. It deserves kudos for the simplicity of the creative. Simple concept. Standard musical theme. A consistent three-part close, with 1. The specific storyline; 2. The campaign title; and 3. The NHL 2010 Stanley Cup logo.

It's what makes it work so well. It's what has allowed franchises such as the Vancouver Canucks to customize History Will Be Made videos starring Henrik and Daniel Sedin (two official versions so far, entitled "What if they hadn't called this "home"?).

Most importantly, it's what has created a buzz among the digital set, spawning more than 300 parodies in a little over three weeks. That means the campaign has captured the imagination of the young, interactive web set. And that's good news for the NHL and for Young & Rubicam.

The original six network-wide History Will Be Made videos, along with the seventh national spot featuring Gretzky, are listed below.

1970 - Boston Bruins: What if Bobby didn’t fly?
http://www.youtube.com/watch?v=EUnS5gq0BZ4&feature=channel

1984 - Edmonton Oilers: What if there was no Greatness? *
http://www.youtube.com/watch?v=VMVgbHa0Fd0

1986 - Montreal Canadiens: What if Roy played like a rookie?
http://video.nhl.com/videocenter/console?id=65895

1991 - Pittsburgh Penguins: What if Mario wasn’t so super?
http://www.youtube.com/watch?v=nxoxGXyolVM&NR=1

1994 - New York Rangers: What if Messier didn’t lift an entire city?
http://www.youtube.com/watch?v=Ljv6f00E2nc&NR=1

1996 - Detroit Red Wings: What if Stevie Y didn’t inspire Hockeytown?
http://www.youtube.com/watch?v=6qc7fBl7vO0&NR=1

2001 - Colorado Avalanche: What if Bourque didn’t believe in one more year?
http://www.youtube.com/watch?v=ntccXmKmAxE&feature=related


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