I AM A CELTIC... In The Playoffs.

Our beloved Boston Celtics are in the NBA Playoffs. And so here are the latest spots from Allen & Gerritsen's "I AM A CELTIC" campaign:

“[In] the playoffs, our challenge is to ratchet up the excitement to the next level, and we’re always inspired by the mindset the players have at this time of year,” said a&g Chief Creative Officer Gary Greenberg. “With this campaign we tried to get in the heads of the Celtics players – and their fans – to remind everyone that the stakes are higher and that the passion and intensity of the postseason really is a different animal.”

Indeed it is.

Here's to a Game 2 win tonight! Go C's!