NHL Guardian Project

Here is the NHL's new campaign to attract new fans to the game. I just don't see that it is going to work, at least to make a dent of the fan shortage they have. They say any publicity is good publiscity, it that true?

a BMW motorcycle story- WITH RIGHTS APPROVAL NOW!

This ad was presented in class by a student. It is a viral video made as a tribute to a deceased dad. The strong emotional appeal has certainly made the arguement that this is the greatest BMW ad. It has gotten over 300k hits on youtube. Should BMW buy the rights and distrubute the ad through TV?