The NHL and NBC Sports continue to put resources behind the Bridgestone Winter Classic, which will be played Jan. 2 at Philadelphia’s Citizens Bank Park between the host Flyers and visiting New York Rangers.

The latest activation is a national multi-media ad campaign anchored by two TV spots that will air across all media outlets of the NHL and NBC now through the game.

In addition to the TV spots, support for the campaign includes radio, print, Internet, in-arena, retail/in-store POP, mobile and social media platforms of the NHL, NBC and Versus (which will rebrand to NBC Sports Network on the day of the game), as well as additional NBCUniversal networks and digital platforms.

The NHL and NBC Sports Agency, along with Young & Rubicam, developed the creative for this year’s campaign.

Separately, HBO has been activating behind its production, 24/7 Flyers/Rangers: Road To The Winter Classic, a four-part series that debuts Dec. 14. And the NHL and the two teams have their own efforts going, including jerseys and other paraphernalia relating to the game.

In one of the two new TV spots, “Song”  fans are shown performing a modified version of “The Hockey Song,” by Stompin” Tom Connors while gathered in bars, at home and at tailgate parties. Hockey Hall of Famer Luc Robitaille and actor Will Arnett are among the participants. (See the full spot here.)

In “Rivalry”, members of the Flyers and Rangers are shown alongside iconic landmarks from their respective cities. Scenes in Philadelphia include the Liberty Bell, Philadelphia Museum of Art and the LOVE Park; in New York we see shots of Times Square and the Empire State Building.

Among the players seen are the Flyers’ Sean Couturier, Claude Giroux, Scott Hartnell, Wayne Simmonds, Max Talbot and James van Riemsdyk; and from the Rangers Artem Anisimov, Brian Boyle, Marian Gaborik, Ryan McDonagh, Brandon Prust and Derek Stepan. The commercial also features an original arrangement of “Auld Lang Syne,” performed by Alex Skolnick, lead guitarist of Testament and Trans-Siberian Orchestra. (See full spot here.)

Tagline for the spot: “Brotherly love . . .will be on hold.”

“Storytelling always has been a key element of the NHL Winter Classic campaign, with an emphasis on the players, the teams and the host city,” Brian Jennings, NHL evp-marketing said in a statement. “This year’s campaign shines the spotlight on our fans and the NHL Winter Classic as our newest national holiday sports tradition.”

According to John Miller, CMO for NBC Sports Group, “This year’s matchup provided us the opportunity to exploit the legendary rivalry that exists between these two teams and cities. I think fans will enjoy the new spots that celebrate a rivalry that is as big as all outdoors . . . which happens to be where the game will be played!”