Pure Hockey TV Commercials Part III

By Jeff Copetas, VP Of Marketing & E-Commerce

Well, when we left you last, we told you all about how the script got written, working with a production company and the day we shot the first commercial with the Devils David Clarkson. I think it’s pretty interesting to now let us explain how we casted the commercials.

First off, we didn’t do any casting. What, you ask? NO casting? Well…..nope. Hey look, we don’t have the money to be holding multiple casting sessions for professional actors. We were gonna wing this one! So we simply had almost the entire staff of our Fairfield, NJ store show up the morning of the shoot and we MADE them audition. That’s right – we had each employee stand in front of the camera at 8:30 am and read cue cards and I relied on the Neoscape production crew to pick who would be the best. Boy, did they hit a home run!

The “store manager” role is played by Lou D’elia and the “assistant store manager” role ended up being played by Brian Rossman. We knew after shooting the first scene that morning that we had made the right decision. Both guys are funny, nice dudes and have wildly unrealistic expectations for thier New Jersey Devils team this year  – and much to our surprise and delight, they were absolutely terrific on camera. We had visions of a young Jay & Silent Bob – and we were in the right state for it! Anyway, these two guys not only were good on camera, but pretty much nailed every scene. We did do some multiple takes where we had them saying slightly different things, but there were pretty much no outtakes or bloopers.

But don’t let me get bogged down in excessive verbosity – let’s hear from the lead actors as they answer a few of the same questions:

Lou D’Elia – “store manager”

How did you first discover Pure Hockey down there in New Jersey and how did it compare to other stores in the area?

My friend Josh took me. He told me “you have to see the size of this place!” There still is no other store in the our area (Tri-State) that comes close to Pure Hockey.

Did you have any inkling at all (or desire) to actually have the lead role in one of our commercials?

I was told I was going to be a background character in the commercial. I might have one line. The morning of the shoot I was informed that I would be the co-lead with Rossman.

What was the most surprising thing about filming a real television commercial?

How supportive the film crew was.  They were very easy to work with and helped me with everything. The Director (Rodrigo) was so easy going and made me feel relaxed because I was extremely nervous (editors note: he didn’t seem nervous at all).

Have any strangers said anything to you about seeing you in the commercial?

No strangers yet but my friends and fellow season ticket holders have either mentioned it or called me.

What was the last thing you laughed really hard at?

Brian Rossman can make anyone laugh.

What is your realistic prediction for the Devils this year?

Stanley Cup Champions. Marty for Conn Smythe (editors note: ummmm……uhhhhh…..cough…….hack)
Brian Rossman – “assistant manager”

How did you first discover Pure Hockey down there in New Jersey and how did it compare to other stores in the area?

At the time I was working at a local pro shop when I heard the Pure Hockey was opening. My buddies were looking for jobs and I suggested applying there. I took a ride down with them to the store to check it out for myself. When I walked in I was beside myself, never in my life had I seen such a large selection of hockey equipment! When I saw the goalie section (me being a goalie), I was just in heaven. I recognized one of the managers (Ray Tanis) and he suggested that I apply for a job….and the rest was history.

Did you have any inkling at all (or desire) to actually have the lead role in one of our commercials?

When I heard that Pure Hockey would be filming a commercial and that staff would have a chance to be in it, I was very interested. I thought it would be a cool experience and even cooler to be on TV. In high school, in addition to being on the hockey team, I was also an “A.V. nerd”, I knew the in’s and out’s of producing high school programming, but it was especially cool to work with a professional film crew.

What was the most surprising thing about filming a real television commercial?

The most surprising thing about filming a real television commercial was how easy going the film crew was. I thought they were going to be super serious and make it a stressful experience – but I could not have been more wrong. The film crew were very laid back and made the whole experience fun.

Have any strangers said anything to you about seeing you in the commercial?

In addition to close friends and family, I have been very surprised as to how many people recognize me. People I haven’t talked to in years have contacted me saying they saw me on TV, and many customers in the store recognize me as well.

What was the last thing you laughed really hard at?

My trip up to Braintree with Lou D’elia, nonstop laughter (editors note: they were so good, we made them come up to Braintree, MA for the Brad Marchand commercial)

What is your realistic prediction for the Devils this year?

Legit cup contender, we’re a good team with little identity – after last season teams might underestimate us. If we play to our true potential then we’ll be taking the cup this year. (editors note: no you won’t)
In all seriousness, we could have been up the proverbial creek if Lou and Brian hadn’t been so awesome. We thank them and the fact that they’re both really awesome, funny guys made it all the better.

Next time we’ll walk you through the circus that was the Brad Marchand TV commercial shoot and we’ll interview the Director, Neoscape’s Rodrigo Lopez.