Found April 24, 2013 on Frozen Notes:
Now that the Blues are officially in the playoffs, the NHL has released a "Because it's the Cup" commercial specifically for fans of St. Louis.  The commercial highlights big hits from Ryan Reaves, goals from Chris Stewart, and an extensive shot of ... Jake Allen? It's a bit odd that the NHL chose to feature the team's backup, especially considering Jaroslav Halak could return for the playoffs and Allen won't even be in the picture. The league probably pieced most of these ads together some time ago, which would explain why Allen is shown but the goaltender with nine wins in April (Brian Elliott) is left out.  Overall, the ad is decent. It's a bit generic, but the decision to use audio of fans chanting "Let's go Blues!" at the end was a terrific one. 
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