The NHL logo spun around before locking into place, with a sound effect reminiscent of a cell door locking. The next image on the video was that of the new sheriff in town.
"I'm Brendan Shanahan, the National Hockey League's senior vice president of player safety ..."
Shanahan was 42 years old in 2011. He had retired from a Hall of Fame career two years earlier, taking a job with the NHL. In June 2011, he helped create the league's first Department of Player Safety. It wouldn't just hand out suspensions to players but, in a revolutionary move, would show its work through explanatory videos like this one.