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G FORCE | BRUINS AD TEAM

Bearing up

From left: Amy Latimer, Greg Almeida, and Jesse Blatz are the team that created the Boston Bruins' new mascot, a 7-foot, victory-dancing bear. From left: Amy Latimer, Greg Almeida, and Jesse Blatz are the team that created the Boston Bruins' new mascot, a 7-foot, victory-dancing bear. (Suzanne Kreiter/Globe Staff)
By Joanna Weiss
Globe Staff / May 1, 2009

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As anyone who watches NESN or ESPN knows, there's a new mascot in town: a quasi-ferocious 7-foot bear who occasionally does a freaky victory dance to celebrate the Bruins' winning ways. The new ad campaign - designed to promote the team's video player at BostonBruinsTV.com - features the bear enforcing a series of "Bruins Hockey Rules," from "Never Tuck in ... (Full article: 429 words)

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