Fans putting CCM Hockey on blast on social media over insensitive caption on ad featuring John Tavares
May 20, 2021 was a scary day for all of Leafs Nation and the broader hockey community. Why does that date ring a bell? Well, because it was the date of Game 1 between the Leafs and the Montreal Canadiens in the 2021 Stanley Cup Playoffs and we all know exactly why that game was significant.
At the midway point of the first period, Leafs captain John Tavares was knocked off balance by Habs defender Ben Chiarot, sending him falling to the ice right into the path of Corey Perry, who was skating back hard out of the Leafs' zone. Perry's knee collided hard with the head of the Leafs' captain, leading to this terrifying scene.
Following the incident, once JT was back to 100%, he shot a video ad with CCM for the Super Tacks X Total Custom helmet - a piece of equipment that he credits with allowing him to come out of it with no serious long-term injuries. CCM shared that ad this morning via their official Instagram account. However, some of the reactions to the ad were directed at the insensitive caption that CCM chose to use - namely, "This guy knows a thing or two about the importance of having a good helmet!"
It all comes back to the whole intent versus impact debate. The intent was twofold. A - to market their product and B - to subtly reference the incident that could have ended John's career. The reaction to the video was laden with fans dunking on CCM for its choice of caption and, while I don't believe their intent was to make light of traumatic brain injuries, their choice of words incited the reaction they got.
Nevertheless, the message from Tavares was what was most important. Health, safety and protection. I think, above all else, we're all just happy that Tavares was alright and back on his skates a week after the incident. Word was that if the Leafs had made it past round 1, Tavares stood a really good chance of coming back in round 2. Of course, that didn't happen. If you have yet to see the ad, it's linked below.
