“Begin Again” Centennial Ceremony Spot

During their 2023-2024 season, the Boston Bruins reached a historic milestone, becoming the first National Hockey League club in the U.S. to reach 100 years of play. A team woven into the cultural fabric of Boston, the Bruins set out to create Centennial campaign content that would engage the community and generations of fans, players, and alumni, while also capturing the spirit of a century of Bruins history. Importantly, content had to simultaneously look back and ahead, symbolizing the passing of the torch to future generations of hockey fans and players and the franchise’s next 100 years.

In honor of their official Centennial anniversary on December 1, 2024 – marked by a game against the Canadiens, 100 years after their first matchup – the Bruins wanted to create a long-form spot that would get fans fired up, both in-arena and around Boston. The film needed to feel uplifting and hopeful while still being relatable and enjoyable for both longstanding fans and younger, new audiences across a variety of mediums.

To do so, the Bruins partnered with creative agency GYK and Big Brick Productions to create "Begin Again" – a spot that played in-arena before puck drop and via broadcast TV, digital, and social. The story starts with the bond between a grandfather, a diehard fan and collector of Bruins artifacts and memories, and his granddaughter. At hockey practice, the grandfather proudly laces his granddaughter’s skates before she hits the ice to learn from a Bruins legend. Patrice Bergeron symbolically passes her the puck, giving this new forever fan a memento for her own collection. The team selected Warrior Ice Arena as their filming location, as it’s not only where the Bruins practice but also where they participate in hockey training clinics for local youth.

A custom score creates an uplifting sense of optimism as we “Begin Again” on the next 100-year chapter. A love letter to decades of Bruins fans, the spot represents the passing of the torch from one generation to the next, giving a nod to the bright future ahead.