GYK Pumps up Bruins Playoff Hype with Latest Spot

It’s time… Boston Bruins playoffs time, that is. Hence, the name of the new TV spot, ‘It’s Time,’ created by independent creative agency GYK Antler and Big Brick Productions.

The :60 spot, which launched today for the Bruins’ first playoff game, will be broadcast on NESN during playoff appearances and be featured in-arena on the TD Garden jumbotron during home games. Shorter cutdowns will be promoted via Bruins social channels throughout the playoffs.

‘It’s Time’ was created with the original intent of pumping up the excitement for spring hockey on Causeway Street. But as the season progressed, it was clear that something special was unfolding as the black & gold have put together one of the most historic campaigns in Boston — no, National Hockey League — history. Milestones and records for both individual and team success have made the regular season anything but regular for the B’s, but when the calendar flips to April, everyone knows it’s time.

This upped the ante for creative leads on the project. GYK creative director Scott Nicholson, assoc. creative director J.R. Roach and Big Brick executive producer Matt Doyle — who brings his Emmy Award-winning ESPN experience to the spot — really wanted to capture what a unique, remarkable moment this is in Bruins history. 

‘It's Time’ is the first work coming out of GYK since teaming up with the Bruins in October 2022 to provide strategic and creative marketing support in the lead-up to the club’s centennial year in 2023-24.

GYK Antler – creative director Scott Nicholson & associate creative director J.R. Roach said: “‘It’s Time’ is of course about the present — the excitement of starting a long playoff journey. It also nods to the culmination of hard work and sacrifice of this Bruins team that traces back over the past decade. The spot captures the feeling on the streets of Boston — that we are all witnessing something historic, right in front of our eyes, seemingly game to game. But it builds into something more than just pretty goals and stats. It’s the bigger picture of what it all means for this team, this city and this season. From the Bruins being a force to be reckoned with on the road to getting their names on that Stanley Cup.”

Big Brick – executive producer Matt Doyle said: “The Bruins asked us for a playoff spot that would "leave fans wanting to run through a brick wall” after watching it, which is just the kind of dream request we live for. Focussing on candid, behind-the-scenes moments with the team lets us bring fans into the locker room to get a unique glimpse into what's made this group and this season so historic and special, while our custom score tick-tocks it's way to an epic conclusion, letting fans know ‘It's Time’ to start the playoffs....and run through that brick wall.”