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Bruins’ Brad Marchand licks Lightning’s Ryan Callahan on the face

Asked earlier in the postseason to stop putting his tongue on other players, the Boston forward licks the Tampa Bay wing during a face-to-face confrontation.

He did it again.

He actually did it again.

Even though the NHL reportedly had called the Bruins after their first-round playoff series against the Maple Leafs to ask them to tell Brad Marchand to quit licking opposing players, he was back at it Friday in Boston.

After going low to hit the Lightning's Ryan Callahan during the second period of Game 4, Marchand was caught on camera licking Callahan like an ice cream cone, from his mouth up to his nose, during the face-to-face confrontation that followed.

"I don't know what's going through Marchand's mind," NBC Sports Network analyst Keith Jones said during the intermission between periods.

RELATED: Bruins' Brad Marchand told to stop licking players

"There's no need for that," echoed analyst Jeremy Roenick. "There's no licking in hockey."

Callahan responded with a shove to Marchand's face.

Asked about the hit, for which Marchand was not penalized, during a stoppage in play, Lightning coach Jon Cooper told NBCSN's Pierre McGuire it was "dirty."

"This is a tough game, guys are going at it, there are a lot of clean body checks," Cooper said. "That's a dirty one. Those end careers. That was a tough one; refs saw it otherwise."

During the first-round series against the Maple Leafs, Marchand pressed his mouth to the neck of Toronto forward Leo Komarov and appeared to lick him during a stoppage near the benches.