The 2009 NHL playoffs start today and just in time, Mullen has
launched a new campaign for the Boston Bruins. The work, the
agency's first for the team, introduces hockey fans to a different
kind of mascot. A giant bear enforcer. But instead of dropping the
gloves on the ice, this bear patrols the rink cracking down on a
variety of fan faux pas, grabbing the attention of hockey fans and
We spoke to Mullen creatives Jesse Blatz and Greg Almeida, as well as executive creative director Mark Wenneker about the campaign, bear suit prices and more.
Blatz: He's not an official mascot. He's just a bear.
Almeida: It's funny because the Bruins have their own mascot, Blades, who's a very cartoonish character that's really more for the kids. We really wanted to play up the whole icon of the bear and make him a bad-ass. He's an enforcer, holding up these rules of fandom.
Wenneker: We were a little at the mercy of the kind of bear we could get.
Blatz: Yeah, it's definitely the economy bear suit.
Wenneker: We worked with (director) Harold Einstein who was a major contributor to the comedy in the spot.
Almeida: Yeah, Harold was great to work with and he brought so much to the table.