Boston's shots apparently aren't hip

CHRIS STEVENSON, QMI Agency

, Last Updated: 8:57 PM ET

The Boston Bruins are up 2-1 in their Eastern Conference final against the Tampa Bay Lightning, but they're down a couple of signs.

When the series shifts to Boston for Game 5 Monday, sensitive Lightning fans won't be offended by the Bruins' playoff marketing campaign which has focused on making fun of opposition supporters.

In the case of the Lightning, the Bruins marketing department has focused on Tampa's reputation as home for an elderly population, one that apparently also has a thin skin.

"In Tampa," one billboard said, "a 'hip check,' usually comes from insurance."

Another: "Lightning fans, which Tampa player is your grandson?"

Led by a Tampa Bay radio personality, complaints about the campaign in the form of calls to the Bruins have led to the club removing the signs outside TD Garden.

"In a swift and strong attack we showed the Bruins organization that not only do we exist, but we are ready to fight for our team," radio host Mike Calta (knows as Cowhead) said in an e-mail to the St. Petersburg Times. "We moved in like Seal Team 6 and shut them down in a way that other teams they attacked have never been able to do."

During the second round, the


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