Hockey stars of the future

MacLaren helps Chevy preview the stars of Team Canada in 2023.

The annual World Junior hockey tournament wrapped up yesterday, and as happy as the Finnish fans were to see their team win it all on home soil, Canadian fans were equally disappointed to be eliminated before reaching the medal round to defend last year’s Gold win. That has many people already looking to next year’s tournament, but Chevrolet Canada is taking it one step further (well, several steps) by looking at the youth hockey players who will be playing for the team in 2023.

Chevrolet recently launched Power of Play, a new program created as part of a partnership with Hockey Canada that promotes the positive values young players learn through playing hockey. This spot by MacLaren McCann, which debuted during the World Juniors, shows exactly what those values are, and how things like hard work, honesty and selflessness create the kind of athletes we can look up to on, and off, the ice.


Brand: Chevrolet
Agency: MacLaren McCann
Chief Creative Officer: Darren Clarke
Creative Directors: Chris Duffett and Scott Johnson
Art Director: Scott Johnson
Copywriters: Chris Duffett, Bill Schaefer
Designer: Geoff Mack
Agency Producer: Jacqueline Bellmore and Liliane Cluen (French)
Production Company: Skin and Bones Film Productions
Executive Producer: Dan Ford
Director: Michael Lawrence
Director of Photography: Michael Lawrence
Line producer: Andrew Sulliman
Post Production: Married to Giants
Editor: Graham Chisholm
Audio Production: Grayson Matthews
Account Team: Adam Bercovici, Jason Grabinsky, Jay Lorencz, Tara Gray