Description
Boston Pizza taps into decades of hockey heartbreak with ‘The Hockey Gods’, a campaign by Mekanism built on the idea that Canada’s playoff drought may finally require divine intervention. Framed around the rituals and superstitions of fans, the work imagines mythical forces stepping in to help bring the Stanley Cup back north.
The campaign launches with a cinematic 30-second spot in which the “Hockey Gods” descend into the real world, marked by surreal moments like thunder cracking like a goal horn and pucks raining from the sky. The gods ultimately arrive at Boston Pizza, joining fans to watch the playoffs and, hopefully, influence the outcome after more than three decades of near misses.
Extending beyond film, the idea rolls out across a fully integrated platform spanning TV, online video, in-restaurant experiences, out-of-home and social. By amplifying the emotional rituals that define playoff season, Boston Pizza positions itself as the gathering place where fans can come together, believe a little harder and maybe even help shift the odds.
This professional campaign titled 'The Hockey Gods' was published in Canada in April, 2026. It was created for the brand: Boston Pizza, by ad agency: Mekanism Canada. This Film medium campaign is related to the Food and Sports industries and contains 3 media assets. It was submitted 9 minutes ago.
