As a business student I can see where they wanted to go with the commercials, but if this board is any indication of their success, the ads really haven't accomplished their intended goals.
The whole myNHL idea was great, but they didn't follow through on what "my" means in today's consumer market. My has come to stand for a deep association with something - my news, my this, my that...mine, not yours - and the NHL has failed to deliver the NHL in the manner that fans would like to see it. All that **** they promised: interviews, mics, tons of interactivity...we've seen very little of it.
The broadcasts have not been improved, and infact might just be worse: I assume everyone has watched OLN's 1970's game coverage.
They've also failed to establish links and grow the personalities of the game. The new guys (Crosby, Ovechkin, Phaneuf, Lundqvist...), the current guys (Spezza, Heatley, Gaborik, Nash, Iginla, etc.), and the prime vets (Lemieux, Shanahan, Forsberg, Sundin, Jagr, etc.). There is no connection there - certainly not on a national level. No, "oohh Jagr is coming to town," or "**** we've got Brodeur next Tuesday." The players are the sport, they sell the sport, and they help to grow the sport. The players are the greatest asset in any league; they go above and beyond the game in terms of selling ability. The NHL has completely failed in this department.
They had a year to think of what they wanted to do, and this is the best they can come up with? This is a nightmare as far as I'm concerned; it's sloppy and there is no excuse for it.