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Hockey is Back. Will Nike’s Anti-Lockout Ad Still Work?

This new Nike ad, from Wieden+Kennedy New York and Biscuit Filmworks director Tim Godsall, flies defiantly in the face of the NHL lockout by giving hockey-lovers a chance to declare that “hockey is ours.”

The spot features kids decked out in their gear, looking directly at the camera and asking the league “what are you gonna do, take my skates? Take away my puck?” The message is clear: The NHL may have all the power, but fans and the amateur players really “own “the sport–and no lockout can take it from them. While we’re hardly the world’s most dedicated hockey fans, we found ourselves stirred by their testimony.

But–in case you missed the tidal wave of exuberant, profanity-laced Facebook and Twitter posts–the NHL lockout is officially over. Now what?

In some ways, the ad still works; even when the NHL is fully operational, the sport is more about the fans than any team owners or league officials. On the other hand, it’s pretty hard to get around the fact that the spirit in which the ad was made no longer applies.

What do we think? Does the message still resonate, or should Nike pull the ad?

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