MMB Celebrates Hardcore Boston Fans with ‘In Our Blood’ as the Bruins Move to the Playoffs

By Patrick Coffee 

Oh hey…hockey!!

Did you guys know that the Bruins shut out the Lightning to make the Stanley Cup playoffs? Or were you too busy hating on Kendall?

Boston’s own MMB had a spot ready to go to celebrate the win, and it went live last night. This effort is unique in that it does not include any pro athletes, game footage or professional Bruins boosters.


“In Our Blood” concerns regular Joes and Janes who happen to love the puck.

Local sports fans are crazy dedicated to local sports teams. It’s an obsession that borders on the religious.

And the campaign isn’t just TV. Here’s some of the poster/OOH work.

in our blood 1

in our blood 2

in our blood 3

We haven’t heard from MMB in a while, but they’re making something of a comeback after taking longtime client Subway back from BBDO last year.

We can’t seem to locate their “mean AS comments” video, though…


Title: “In Our Blood”
Client: Boston Bruins (NHL)
Agency: MMB
Executive Creative Director: Travis Robertson, Greg Almeida
Art Director: Travis Robertson
Copywriter: Greg Almeida, Brian Hayes
Director: Travis Robertson, Greg Almeida
Producer: Sara Ventetuolo
Editor: Max Keopke, Lost Planet
Assistant Editor: Steven San Miguel
DP: Steve Schinnerer
Line Producer: Erik Mygrant
Music/Composer: Found Objects
Sound Design/Mix: Mike Secher, Soundtrack Boston
Color: Fergus McCall, The Mill