The NHL always does a good job when it comes to promotional videos, but their Stanley Cup promos have always been the best.

Back in 2010, the NHL dropped its “No Words” Stanley Cup promo and it was an absolute hit.
 

Now, they’re back at it again, this time with a new promo called “Every Letter Is Earned”.
 

To some this might just seem like hockey players spelling out their last name, but to hockey fans it’s so much more than that.

Sometimes a little goes a long way and this is one of those cases.

(H/T Twitter/NHL)