endorsements

Via Giant Food/Capitals

Ovechkin now has his own cereal: Ovi-O’s

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Honestly, there may never be enough strange pro athlete product endorsements, particularly when some of the proceeds go to charities.

That thought comes to mind upon the delightful unveiling of “Ovi-O’s,” Giant Food’s Alex Ovechkin-themed cereal. The flavor of the cereal is honey nut, which seems a little mundane for such a vibrant personality as Ovechkin, but we’ll let it slide because a portion of the proceeds from the limited-edition cereal will go to Maryland’s Children’s Cancer Foundation, Inc. The cereal goes on sale on Sept. 17, when Ovechkin will (somehow, already) turn 34.

The box will be hard to miss thanks to Ovechkin’s smile:

As you might expect, footage of Ovechkin eating the cereal (and occasionally failing to eat the cereal) is good fun, too:

To add some strangeness to the promotion, there’s apparently an augmented reality game to accompany the cereal. Let’s imagine it’s an “Ovechkin’s office simulator.” Via the press release:

In addition, the Capitals teamed up with Balti Virtual to bring the Ovi O’s box to life with an augmented reality game, Ovi O’s Slapshot presented by Giant, using Snapchat’s Lens Studio. Customers who have purchased Ovi O’s can scan the box in Snapchat to access this interactive hockey game which gives fans the ability to control Ovechkin as he shoots the cereal at moving targets. After time runs out, players can share their score on social media to compete with friends or scan the box again to keep playing.

Again, stranger product endorsements usually are sequestered to players appearing in low-budget local business commercials, but sometimes we get moments that transcend athletes awkwardly reading off of cue cards, as if they’re in real-life ads from “The Detroiters.”

To me, it’s tough to top Jaromir Jagr having his own peanut butter with secret healing powers. Every now and then, we also had other NHL players getting their own answer to “Flutie Flakes,” with Brett Hull’s Frosted Flakes ad being especially nifty:

(Glorious, even beyond the kid with the bowl cut.)

Since the world needs more esoteric cereals inspired by hockey players, we thought we’d throw out a few NHL-themed suggestions:

Connor’s Cereal of Sadness: Really, you can change the name, but crucially, it would have to parallel Connor McDavid‘s experiences with the Oilers. In other words, one great ingredient surrounded by a bunch of slop. Maybe it could be Raisin Bran, only it was a box full of the blandest bran flakes available with just one raisin?

(OK, OK, Leon Draisaitl could make it two raisins.)

Gen-o’s: The Pittsburgh Penguins couldn’t possibly stand pat while their rival Capitals have a cereal, right?

Since Sidney Crosby hasn’t signed off on being a cover star of an EA NHL video game, let’s assume that only Evgeni Malkin would be game for the cereal box treatment. Bonus points if the cereal is black and gold.

UFA Flakes: You don’t realize that they’ve already expired, so you can only chew on with regret as you ponder their cheaper, tastier days.

Voodoo Goalies: Keeping with the mascot theme of “Count Chocula,” Voodoo Goalies presents a mystery with every box. Some bowls are worthy of a Vezina; others just ruin your day.

Brent Burns Bran: All kinds of weird stuff in here. Is that beef jerky?

Mitch Marner Munch: Taking forever to hit shelves, and we get the sneaking suspicion that it’s holding up other cereals from returning to stores, too.

MORE:
• ProHockeyTalk’s 2019 NHL free agency tracker
• Your 2019-20 NHL on NBC TV schedule

James O’Brien is a writer for Pro Hockey Talk on NBC Sports. Drop him a line at phtblog@nbcsports.com or follow him on Twitter @cyclelikesedins.

Goodbye bizarre commercials with Alex Ovechkin’s head: NHL star won’t endorse CCM anymore

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Hockey history has its fair share of strange advertisements, although most of those come from spots for local businesses. That being said, national-level ones can get a little weird too, from Ryan Miller’s “Yo Mamma” ads for Amp energy drinks to the memorable Bud Ice penguin campaigns. Even with those clips in mind, it might be safe to say that CCM’s ads featuring Alex Ovechkin’s disembodied head are the strangest commercials to feature an NHL star.

In case you need a refresher, the two most prominent commercials featured Ovechkin’s head popping up in two locations: a high school kid’s locker and a bowling ball bag. In the first, he praised a young man for picking up the brand’s ice skates. In the second, he scolded the kid for going bowling, noting that the activity won’t improve his hockey performance. You can find video clips of both of these strange and awesome commercials at the bottom of this post.

As great (or “nightmare fuel inducing”) as those ads have been, it seems like Ovechkin wasn’t quite as happy with the equipment as his disembodied head would lead you to believe. The Washington Post’s Tarik El-Bashir reports that Ovechkin is leaving CCM and won’t endorse Reebok’s ZigTech sneakers anymore, either.

It seems like Ovechkin has had his occasional struggles with his sticks and other equipment, something El-Bashir elaborates upon in the story.

It’s been well documented over the years that Ovechkin wasn’t always happy with the sticks CCM has provided for his use. During my time covering the Caps, I recall him occasionally experimenting with sticks from other manufacturers, and sometimes attempting to hide the fact by spray painting over the logo. I am told, though, that he used CCM sticks exclusively from the end of the 2009-10 season through the end of last season.

This is another example that on-ice equipment might be the one thing that professional athletes should think long and hard about before they actually endorse it, even if it’s the most functional thing a player could be paid to promote. It’s easy to gulp down a little bit of Gatorade (if that’s even Gatorade) in a commercial or pose beside some Cadillac for a local ad even if your only interest in the product is to get paid for giving the thumbs up, but if equipment just doesn’t feel right, that can affect your ability to excel on the ice. One might respond that it’s “all in their heads,” but considering the superstitious nature of many sports stars, that’s not to be taken lightly.

El-Bashir elaborates on the other options Ovechkin has for sponsored gear after speaking with Ovechkin’s agent David Abrutyn about his breakup with CCM.

Abrutyn declined to say which companies Ovechkin is considering for his next endorsement deal. But, outside of CCM and its chief rivals, Bauer and Easton, there aren’t too many options when it comes to high-end hockey equipment.

I imagine we’ll hear something prior to the start of training camp and I bet it will be worth a lot of coin.

For those of you who will mourn the absence of Ovechkin in strange forms of advertising, keep your chins up. His mug will show up on Mr. Big candy bars in Canada, closing at least some of the kitschy marketing gap.

Now enjoy these CCM commercials, because they’re won’t be any new ones in the future. (Unless they choose a new … head?)

“Then the championship will be ours, all ours”

Vodpod videos no longer available.

“No one ever got better at hockey by bowling”

Vodpod videos no longer available.