Looks like Ward meant to put a hurtin' on Shipley, even though he really did not lead with his head.
Every time you hit someone, you should be trying to put the hurt on him. That's why they wear pads.
I've told the young lad many times this season...coach will not get made at you for hitting too hard. He might, if you don't hit hard enough. You can be the bowling ball or you can be the pin.