Baseball makes its pitch in new ad campaign

April 8, 2009

Ah spring. Opening day. Stolen bases. Hot dogs. Rain delays. Fresh baseball commercials flashing across your TV set.

Major League Baseball has just taken the wraps off its new 2009 campaign, “The is Beyond Baseball,” supported by 20 TV spots running through the World Series.The spots will run on ESPN, Fox, TBS, MLB Network and MLB.com.

The idea, developed by McCann Erickson, is that baseball is more than just a game; it’s part of the fabric of our culture. In trying to get that message across, the spots will play up the stories behind star players like Tim Lincecum of the San Francisco Giants and Ryan Howard of the Philadelphia Phillies.

And what’s an ad campaign without a web element? Here’s how the release describes baseball’s effort: “In addition, MLB.com will host Beyond.Baseball.com, which will feature interactive elements of the campaign including the campaign commercials, the MLB Network special, highlighted player profiles, a photo gallery, production outtakes, online vignettes and a detailed campaign description.”

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