There are only so many ways to present a hockey billboard promoting the new season. The standard formula: Famous player plus image of intensity plus some clichéd tagline that’s typically related to ice. (Example: “Kick Ice.”) 

Which is why the Tampa Bay Lightning’s new billboard featuring Valtteri Filppula should be celebrated. Because it’s actually two billboards, on either side of the I-275.

“Be The Thunder” is the tagline on the billboard to the left. 

The one on the right, which the rocket shot of Filppula has turned into tatters, features a website for a fitness company called “Flex Fitness 20” which, of course, takes you directly to a Tampa Bay Lightning “flex ticket plan” page.

Cute.

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If the goal of any billboard is to be “eye-catching,” mission accomplished. Although we’ll go ahead and assume there are others that feature that Stamkos guy, who might move a few more tickets than Valtteri Filppula. No disrespect to Valtteri Filppula. OK, maybe we just did.

s/t Reddit Hockey