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Kipling on ice: New Bruins ad features reading of ‘The Law of the Jungle’

With a downcast Red Wings goalie Jimmy Howard in the background, Bruins (left to right) David Krejci, Milan Lucic, Torey Krug, Zdeno Chara, and Jarome Iginla celebrate Chara's goal in Sunday’s playoff game. (Jim Davis/Globe Staff)

Just in time for the Stanley Cup Playoffs, the Boston Bruins are airing new ads created by Boston ad agency Arnold Worldwide.

One ad, titled “The Wolfpack,” features a Rudyard Kipling poem, “The Law of the Jungle,” being voiced by actor Glenn Fleshler, who may be best known for playing Errol in HBO’s series “True Detective.” (The team may be called the Bruins, but when the puck drops, they act like wolves, not to mention predatory denizens of the jungle, the ad suggests.)

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According to Arnold, “much of the sports advertising landscape is laden with rampant heavy metal, distressed footage, and highlight orgies.” Looking to take a different approach, Arnold said its objective was to “create quiet, artful, and chill-inducing ads.”

To see “The Wolfpack,” please click here. To watch a second ad, called “The Calm,” please click here.

The TV spots are airing on New England Sports Network, or NESN. They can also be seen online on the Bruins website and across social media, Arnold said.

Chris Reidy can be reached at reidy@globe.com.

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