Bruins NHL Play Offs Spots Focus On Silence & Poetry

NHL creative is typically fuelled by high octane action, pace, power, pounding music and a hint of violence, but a new campaign from the Boston Bruins to promote the start of the team’s Stanley Cup play-off series combines silence and poetry.


Led by two stylish and serene spots, aired locally and posted online, the work certainly stands out amidst the typical run-of-the-mill hockey advertising.


The first film, ‘The Calm’, focuses on the juxtaposition of the pre-game tension and internal contemplation before the face-off moment breaks the silence with violence and noise.


Boston Bruins – “The Calm” from Greg Almeida on Vimeo.


The second commercial, ‘The Wolfpack’, revolves around the notion of the team and is based on Rudyard Kipling’s poem.


Voiced by Glenn Fleshler, famous for his role as the villain in the hit HBO series ‘True Detective’, the poem is read out over footage of the Bruins team both on and off the ice.


The message revolves around Kipling’s couplet:


‘For the strength of the Pack is the Wolf,
and the strength of the Wolf is the Pack’.


The Wolfpack from Arnold Worldwide on Vimeo.


The campaign has been developed with creative agency Arnold Worldwide, Boston (with a team that included executive creative directors Wade Devers and Pete Johnson, creative directors Travis Robertson and Greg Almeida, art director Travis Robertson and copywriter Greg Almeida.




The creative approach is certainly a major departure from previous Bruins work which took a more whimsical and humorous tone.


Indeed much of the team’s recent work included its familiar and iconic ‘Bear’ character – such as ‘The Bear Is Back’ spot




Back in 2011 the Bruins switched creative agency from Mullen, which came up with the team’s ‘The Bear’ and ‘Bruins Hockey Rules’ campaigns, to Arnold Worldwide.


Despite this change of creative tack, Arnold claims that the bear will return in upcoming ads.


‘Everyone loves the bear. It’s an icon, and we’re looking to evolve the idea and take the bear into new places,’ said Arnold Chief Creative Officer Peter Favat after the agency won the account.




Boston Bruins Website



National Hockey League Website



Arnold Worldwide Website




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