The NHL is running a brilliant ad campaign this spring, titled "History will be made."
Defining moments of playoff games are reduced to a highlight reel sequence, and set to music as the images fade to sepia tones to give it a "classic" sports highlight feel. These ads then start running the following day after the game.
Each moment also has its own individual tag line:
"History ________. History will be made. 2011 Stanley Cup Playoffs."
These ads are being run on TV, and can also be found on the NHL's YouTube channel. I think that they are great for existing hockey fans, but they also serve as a creative way to get non-hockey fans interested.
There were 15 "History will be made" moments from the first round of the playoffs, and I've ranked them in order of significance to the series, as well as how good the video itself was. They are all fun to watch though, and it condenses the first round into an enjoyable eight minute highlight package.
Of course, this is a subjective list, so feel free to post your own version in the comments.