Imperial Oil partners with NHL in Canada The partnership, including a national campaign featuring Imperial's Esso brand -- in which Imperial collaborated with Hockey Canada -- launched today across Canada in conjunction with the 2019 Stanley Cup Playoffs. The campaign celebrates hockey at all levels played in communities across Canada. Imperial's television and digital feature, "How Far Will You Go?", a key component of the campaign, captures the story of a young player's journey from first taking to the ice to coaching the next generation. The vignette has just launched across Canada on television, in select movie theatres and in-arena at Stanley Cup Playoff games.