Written by Jeff Copetas. Shot, directed and edited by Dan Ferrigan at News 90 FIlms.

Shawn Thornton is currently a forward for the Florida Panthers, but played for the Boston Bruins at this time this was shot. His role as a tough guy/enforcer influenced this concept, which has Thornton working at Pure Hockey, but only instructing people on how to do things like remove elbow pads, drop the gloves, etc. These are all things that enforcers do. At the end, he meets his match. The goal for the commercial was to promote the Pure Hockey brand and to advertise our stores in the Boston Metro region and the states of New Hampshire and Rhode Island. This spot ran network-wide on NESN during Boston Bruins games, pre-game and postgames during the 2013-2014 season.