New Apple ad outside Capital One Arena features photo of Alex Ovechkin taken by Nicklas Backstrom – Russian Machine Never Breaks


There’s a new photo hanging on the side of Capital One Arena and the photographer is none other than Nicklas Backstrom.

Unveiled on Thursday, the billboard-sized photograph is an ad for Apple’s iPhone XS phone and is a twist on Apple’s “Shot with iPhone” campaign. Instead of crowd-sourcing ads from regular people on social media, Apple has enlisted NHL hockey players to share their candid photos, taken with the iPhone XS.

The photo that Backstrom took is of Alex Ovechkin’s back, during what looks like warmups at Carolina’s PNC Arena.

The ad was unveiled outside Capital One Arena on Thursday, on the 6th St. side of the building.

Photos: Cara Bahniuk (taken with an iPhone because, well, it’s funnier that way.)

The photo is excellent–we can’t fault Backstrom’s choice of subject. But we can’t help thinking that Nicky probably has some spicier photos of Ovi on his camera roll.

Other teams participating in the Apple campaign include the Tampa Bay Lightning, St. Louis Blues, Edmonton Oilers, Carolina Hurricanes, Arizona Coyotes, Ottawa Senators and Philadelphia Flyers. According to Adage, this is just the beginning of Apple’s ad campaign featuring NHL players.

Further images will roll out on social media including Instagram Stories, to give fans and followers a look at a typical day-in-the-life of an NHL player. Fans will also receive a behind-the-scenes look at the daily practice facilities, pre-game rituals and other moments all capture on the iPhone XS.

Here are mock-up photos of some of the ads at other NHL arenas:

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Photos: Apple

Headline photo: Cara Bahniuk





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