Parent's Assist

TBWA\Canada campaign honours real stories of hockey parents and supports Kruger Products’ efforts to help more kids participate in minor hockey. The musical score, a punchy adaptation of “We Will Rock You” sung by children, reinforces just how much assisting a minor leaguer’s hockey journey will rock a parent’s world — logistically, financially, emotionally — as their kids live out their dreams on the ice.

Inspired by the real stories and lived experiences of Canadian hockey parents who power their kids through the messy realities of minor hockey, the campaign focuses on small moments that have a huge impact in life: the early mornings, unexpected setbacks, quiet encouragement, and constant behind-the-scenes work that keeps kids showing up.

In hockey and in life, every goal starts with an assist - a play essential to the game that’s reflected in the way hockey families support one another every day. When the world’s eyes are focused on peak athletic performance, the campaign is an opportunity to refocus the conversation on participation, access and the everyday support that keeps kids in the game. The Kruger Big Assist 'Parent Assist' campaign is a reminder that the foundation of Canadian sport is built much earlier, in local rinks and communities across the country.