Apple Marks Return of NHL With New 'Hockey Tape' Ad Shot on iPhone 11 Pro

Apple today marked the return of NHL hockey with a new "Shot on iPhone" ad on its YouTube channel in Canada.

Titled "Hockey Tape," the 30-second video features Vegas Golden Knights players Marc-André Fleury and Mark Stone having some on-ice fun with the iPhone 11 Pro, which they attach to the boards, a hockey stick, and a skate with hockey tape.


"See the game like never before with Ultra Wide and Slo-mo," the video description reads. As usual, fine print indicates that additional hardware and software was used.

The ad was shot in February at the SoBe Ice Arena in Las Vegas, according to The Athletic, which has shared some behind-the-scenes coverage of the filming.

"They gave us a few props and had us do it ourselves. Have some fun, be yourself, do some goofy stuff, and we had a good time with it," Stone said. "The cool thing was they kind of gave us a script, but they let us do whatever and show our personalities. And (Fleury) has one of the biggest personalities in the league, so it made my life a lot easier."

The Golden Knights are one of 24 teams set to participate in the NHL's Stanley Cup Qualifiers, which begin today. All games will be played in the Canadian cities of Edmonton and Toronto, where players and other personnel have entered secure "bubbles" that are isolated from the general public.

Like other professional sports leagues, the NHL paused its 2019-20 season in March due to concerns over the coronavirus. The league announced a Return to Play plan in May that includes a new qualifying round to determine which teams advance to the traditional Stanley Cup Playoffs.

Related Forum: iPhone

Top Rated Comments

amartinez1660 Avatar
25 months ago
It’s another minimalistic high quality ad from Apple, all good, but it feels like a missed opportunity. I was expecting a bit shots like this (the article hints at the iPhone attached to unusual places for unusual angles):

Score: 4 Votes (Like | Disagree)
ninecows Avatar
25 months ago
I wonder how the warranty is affected if you do this? ;-)
Score: 3 Votes (Like | Disagree)
TVreporter Avatar
25 months ago
NHL playoffs start today! Can't wait!
Score: 2 Votes (Like | Disagree)
thefourthpope Avatar
25 months ago

It’s another minimalistic high quality ad from Apple, all good, but it feels like a missed opportunity. I expecting a bit shots like this (hints at the iPhone attached to unusual places for unusual angles):


That was incredible. Thanks for sharing the vid!
Score: 2 Votes (Like | Disagree)
TrevorR90 Avatar
25 months ago

“There's an old Wayne Gretzky quote that I love. I skate to where the puck is going to be, not to where it has been.”
I thought it was "You miss 100% of the shots you don't take. Wayne Gretzky" - Michael Scott
Score: 2 Votes (Like | Disagree)
Apple_Robert Avatar
25 months ago
Good ad. Now we all need to watch “Slapshot.”
Score: 2 Votes (Like | Disagree)

Popular Stories

2022 back to school apple

Apple Launches 2022 Back to School Offer: Up to $150 Gift Card With Mac or iPad

Friday June 24, 2022 5:08 am PDT by
Apple today launched its annual "Back to School" promotion for college/university students in the United States and Canada. This year's promotion offers a free Apple gift card with the purchase of an eligible Mac or iPad, rather than free AirPods like last year. Apple is also offering students 20% off AppleCare+ plans during the promotion. Apple is offering a $150 gift card with the purchase ...
apple ar headset concept 2

Apple CEO Tim Cook Hints at AR/VR Headset: 'Stay Tuned and You'll See What We Have to Offer'

Wednesday June 22, 2022 6:34 pm PDT by
CEO Tim Cook this week did an interview with China Daily, where he once again commented on on the future of augmented reality and hinted at Apple's work on an AR/VR headset. Render via designer Ian Zelbo Cook said that Apple is excited about the opportunities available with augmented reality, which is not too far off from prior comments that he's made, but he went on to say that people should ...
airpods pro 2 1

AirPods Pro 2 Said to Feature Upgraded H1 Chip, Find My, Heart Rate Detection, USB-C and More

Friday June 24, 2022 9:48 am PDT by
The next-generation AirPods Pro could come with a long list of new features that include heart rate detection, the ability to function as a hearing aid, and a USB-C port according to a report from 52Audio. The site claims that it has received new information on the AirPods Pro 2, and it has used that information to provide some renders on what the earbuds might look like. Design wise, there...
customize wallpaper setting ios 16

iOS 16 Beta 2 Tidbits: New Wallpaper Colors, Backup Over LTE, SMS Filtering and More

Wednesday June 22, 2022 2:16 pm PDT by
Apple today seeded the second betas of iOS 16 and iPadOS 16 to developers for testing purposes, and the new betas introduce new features and refine some of the changes that Apple made with the first iOS 16 release. Subscribe to the MacRumors YouTube channel for more videos. Lock Screen Photo Wallpaper Customization When customizing a photo on the Lock Screen, there are two new DuoTone and...
home app ios 16

Apple Confirms iPad Will No Longer Be Supported as a Home Hub in iOS 16

Wednesday June 22, 2022 12:38 pm PDT by
The iPad will no longer be able to be used as a home hub following the launch of iOS 16, iPadOS 16, macOS Ventura, and the HomePod 16 software this fall, Apple confirmed today. As discovered in iOS 16 code by MacRumors contributor Steve Moser, Apple says that the iPad will no longer be supported as a home hub. This information will be displayed in the Home app after updating to iOS 16.A home ...
apple ar headset concept 1

Apple Rumored to Announce 'Game-Changer' AR/VR Headset in January 2023

Friday June 24, 2022 2:52 am PDT by
Apple is "likely" to announce its long-rumored mixed-reality headset as soon as January 2023, Apple analyst Ming-Chi Kuo has reiterated. Concept render based on purported leaked information by Ian Zelbo In a detailed post on Medium, Kuo explained that Apple's headset will be a "game-changer" for the augmented-reality and virtual-reality market. Describing some of the headset's...