PHOTO: Lightning's Filppula transcends 2 billboards over Florida highway

With a new hockey season right around the corner, NHL teams are getting pretty creative in an attempt to drum up excitement.

Case in point: Tampa Bay's Valtteri Filppula can be seen firing a puck on a billboard on one side of a busy highway, with the devastating results featured on the other.

Looks like the marketing team caught (ahem) lightning in a bottle with this campaign.