HOCKEY, LIKE IT OUGHTA BE.

The recent NBA lockout turned into something positive for Keith Lane, despite the fact that the agency president is a rabid sports fan.

To fill the time ordinarily reserved for professional basketball, Fox Sports Network broadcast Hockey East games and hired Lane Advertising in Salem, Mass., to promote the elite college division.

The result is five 30-second commercials featuring colliding hockey players, frenzied fans and, occasionally, dead fish being tossed onto the ice. The tagline: "Pure adrenaline."

"Kids play because they love the game," said Lane, who served as creative director on the campaign. "They're not like the pros, who are fat and lazy and don't care."

"Every game matters. There is no relaxing on the ice," said Maura Fox, the client's director of marketing and communications. "When I saw these spots, I just flipped."

The ads broke last week on Fox affiliates in New England and ESPN.