HBO's True Detective Villain Narrates Kipling's Law of the Jungle for Bruins Playoff Ads

Here's some decidedly different NHL advertising from Arnold Worldwide. To steer clear of the usual hockey advertising trope that's usually filled with "rampant heavy metal, distressed footage and highlight orgy's," Arnold Worldwide crafted a couple of beautifully serene spots that capture an entirely different side of the game.

The first spot, entitled "The Calm," shows the tension and internal contemplation leading up to the initial faceoff. That calm is then violently disrupted by the wrath the Bruins bring to the ice.

The second commercial, "The Wolfpack," reinforces the notion of team. Rudyard Kipling's poem "The Wolfpack" is read over footage of the team both on and off the ice. The poem is voiced by Glenn Fleshler who, most notably, played Errol (otherwise known as the Yellow King) in HBO's series True Detective.