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In Boston, we may wear our hearts on our sleeves, but our purpose, our reason, our PRIDE lives on our chests – making up the lines of the Bruins’ eight-spoked 'B.'

This year’s playoff spot from GYK Antler for the Boston Bruins showcases the unifying thread connecting the past and the present. For 100 years, a gold thread has stitched the B onto the jerseys of legends, alumni, fans, and the current Bruins team. The spoked B is more than just a letter, it’s a symbol of what ties together the team and the city.  

This spot delves into the meaning of the B, what it stands for, and what it means to be a Bruin. Visually the spot stays focused on the B rather than the names on the back of the jerseys. A centre-cut treatment keeps the eye locked on the B as we look through playoff moments with a crescendo of sound.

This year, we play for legends.

For legacy. 

For city.

For each other.

For the B.