The Globe and Mail reports in its Friday edition when Bank of Nova Scotia began developing its marketing campaign for this year's NHL season, it started with a survey of hockey ads. The Globe's Susan Krashinsky writes that not surprisingly much of them looked the same, especially the cliche of children getting up early for the minivan ride to the arena. Scotiabank decided to ditch the drama for humour. The campaign, which launches Oct. 8, proposes that there is a "fifth season" in Canada -- hockey season. In one ad, a little girl at a science fair makes an impassioned speech in defence of her theory of the fifth season, which ends in emotional applause. The soaring music is a parody of film monologues, but the ad never strays too far from the sincere. In another spot, a little boy is trying to decide on what number he will wear this season. He asks his dad a series of questions, such as how old he was when he started playing, and how many games his team lost last year (answer: all of them). Eventually, he decides on the number his father wore when he was little. Gentle guitar music accentuates the sweetness. The idea of Scotiabank's campaign is to remove overwrought drama from the hockey message.