We're a little ambiguous about the NHL's new postseason marketing campaign, featuring the tagline "Because It's The Cup." Greg Wyshynski over at Yahoo Sports had a succinct rundown of the campaign some time back, if you wish to digest the nuts-and-bolts of it.

As far as we're concerned, the NHL's most bankable asset, apart from the players and rivalries, is the tradition and the history of the thing itself. So with that in mind, we'd like more ads like this or this and fewer ads like this. Or they could just bring back the "History Will Be Made" ads because, frankly, those were kind of awesome.

But no matter. At least this new campaign has a 30-second spot devoted entirely to one Alexander Ovechkin, captain of the Washington Capitals. The ad, presented below, premiered right after Washington's 1-0 overtime loss to Boston Thursday night.

Stick tap to Russian Machine Never Breaks.

For more on the Capitals, check out Japers Rink.