Apple is utilizing the power of the “Shot on iPhone” ad campaign, and the National Hockey League, to promote both parties.

As was first noticed this week by Ad Week, Apple is turning NHL players’ candid photos into advertisements for the iPhone. Under the Shot on iPhone banner, a variety of different teams are joining with Apple to take part in the mix. Right now, those teams are: Arizona Coyotes, Carolina Hurricanes, Edmonton Oilers, Ottawa Senators, Philadelphia Flyers, St. Louis Blues, Tampa Bay Lightning, and the Washington Capitals.

That’s a healthy dose of teams, but there are a total of 31 (active) teams in the NHL right now, so quite a few are missing. (There are now 32 teams in the NHL, following the recent addition of Seattle into the mix, joining the Western Conference.)

Each of the photos used in the ad campaign star a player on one of the above teams, which were shot on an iPhone. Apple will also be hosting an Instagram Stories event that shares players’ routines and pre-game prep as well. That will also be shot on an iPhone.

This is not the first time that Apple has partnered with the NHL for something like this. Last year “Selfies on iPhone” had All-Stars like Steven Stamkos (the captain of the Tampa Bay Lightning) sharing their selfies shot on iPhone. And then, most recently, the NHL launched a brand new customized app for iPads that gives a lot more insight into teams and players.

[via Ad Week]

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