The Men of Quality video opened to Brendan Shanahan's voice over a montage of hockey players taking the ice. "What defines quality?" Shanahan asked. "On the ice, is it a man's skill, strength, speed, or size? Is it measured in a man's dedication or discipline? Guts, or sweat? Or is quality more than that? Is it leadership, respect, generosity of spirit?"
Then, Shanahan answered. "Quality is the sum of character and integrity. Men of quality are what we look for on the Toronto Maple Leafs. Quality is not simply how you show up on the ice, but how you live off the ice.